DESIGNING CITY BRANDING for KARAWANG REGENCY by Nadia

DESIGNING

CITY BRANDING

FOR

KARAWANG REGENCY

By Nadia Aqmarina Yuniatami 009201400047

A thesis project report presented to the Faculty of Humanities President University in partial fulfillment of the requirements for Bachelor Degree in Communications Major In Visual Communication Design

February 2018

DECLARATION OF ORIGINALITY

I declare that this thesis, entitled “CITY BRANDING FOR KARAWANG REGENCY” is, to the best of my knowledge and belief, an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree.

Cikarang, Indonesia

February 1st 2018

Nadia Aqmarina Yumiatami

iii

ABSTRACT

Tourism aspect in Indonesia is growing and developing gradually, and many cities are competing to promote themselves for international tourism destination, and Karawang as developing regency can also represent itself to the public and strengthen its position with city branding.

Since city branding is known to be the most common strategy to promote a place or city as a brand, the writer determines to design for city branding for Karawang regency in hope it will help Karawang to have significant growth in culture and tourism field.

This thesis discusses the city branding design for Karawang regency by analyzing Karawang and city branding components and uses qualitative method in the process of data collection and analysis before proceeding to visualize the concepts and ideas for Karawang, and the design implementation.

Keywords: City Branding, Design, Karawang, Tourism, Culture

ACKNOWLEDGMENT

First of all, I'd love to a give a billion of thanks to ALLAH SWT., for I am grateful to Him, and without His kindness and generosity, I'd be nothing in existence, and I am thankful to be given the opportunity to learn and finish my studies.

I am thankful for the existence of Mrs. Anna as a loving mother who always supports and be there for me no matter what, and my younger siblings, Naufaldi and Nayla. Without them and my family of Gang Bojong, I'd never be able to have the strength to finish what I have started now. Thank you to Mr. Temy as a father and his family. Thank you for the motivation and love, I'm always grateful.

I want to give many thanks to Ms. Zita Nadia and Mr. Abhirama Perdana, for always giving their support, guidance, advice and help as thesis supervisors and mentors. Thank you for all of the VCD lecturers who helped me and taught me a lot of things in my years as a President University student, I am thankful for Miss Siska as Head of Study Program of VCD, and Sir Dino, Sir Hermanto Laksana, Sir Dedy Dahlan, Sir Widhi Muttaqien, Sir Satya Yudha, Miss Njoo, Miss Chrisya, and Sir Wildan Hanif.

Thank you to my friends and colleagues of VCD Batch 2014, especially for Intan, Nabilla, Safira, and Yuniarti, and special thanks to my housemates of B2, Audryn, Nadia, and Sandra, for giving me a lot of special memories to remember. Thank you for all the laughter, advice, and memories, I'll treasure all the time we experienced together forever.

Thank you to my oldest friends, Annisa, Karima, and Risa, for tolerating myself and continuously giving me endless support and love. Thank you to Firstanta for always being a good friend and be there for me. Thank you to Muthi, Nisa, Vira, and my other friends and classmates from high school.

Thank you to EGGHEAD Branding Consultant for all the things they taught and gave me, I'll forever be thankful and missing the friendly and creative ambience of the office. Thank you to my cats for always being cute and cuddly, thank you to everyone who have helped me to work on my thesis and all of my university projects in general.

Thank you to DAY6 for their existence and music that always give me strength and motivation, and all other people who inspire and motivate me in any way they can.

Last but not least, thank you for President University to give me opportunity to obtain higher education as a university student. I sincerely hope everything I have learnt and this thesis will become useful to everyone in the future. May the success, bliss, and contentment will always fill our lives beautifully.

TABLE OF CONTENTS

PANEL OF EXAMINERS APPROVAL SHEET i THESIS ADVISOR RECOMMENDATION LETTER ii DECLARATION OF ORIGINALITY iii ABSTRACT iv ACKNOWLEDGMENT v TABLE OF CONTENTS vii CHAPTER I: INTRODUCTION 1 I.1. Background 1 I.2. Specific Problem Identified 2 I.3. Target User Profile 3 I.4. Project Objective. 3 CHAPTER II: LITERATURE REVIEW 4 II.1. Basic Design Theory 4 II.1.1. Target Market Theory 4 II.1.2. Positioning Theory 4 II.1.3. Communication Theory 5 II.1.4. Main Visual Theory 6 II.1.5. Brand and Branding Theory 6 II.1.6. City or Place Branding Theory 9 II.1.7. Design Elements and Principles Theory 10 II.1.8. Identity Theory 12 II.1.9. Logo Theory 13 II.1.10. Color Theory 14 II.1.11. Typography Theory 17 II.1.12. Layout Theory 19 II.1.13. Tagline Theory 21 II.2. Karawang Regency 22 II.2.1. History 22 II.2.2. Geography 23 II.2.3. Demographics 25

vii

II.2.4. Potential 25 II.2.4.1. Tourist Attractions 25 II.2.4.2. Performance Arts 27 II.2.4.3. Agriculture 28 II.2.4.4. Industry 29 II.3. Previous Study 30 II.4. Competitor Research 31 II.4.1. Enjoy Jakarta 31 II.4.2. Friendly Bandung 32 II.4.3. Jogja Istimewa 35 II.4.4. Colorful Medan 37 II.4.5. Pontianak 38 II.5. Theoretical Framework 39 II.6. Research Statement 40 CHAPTER III: METHODOLOGY 41 III.1. Design Research Theory 41 III.2. Design Research Method 41 III.2.1. Interview 42 III.3. Chart Flow 43 III.4. Scope and Limitation 44 III.5. Data Collection 44 III.5.1. Pre-Survey Questionnaire 44 III.5.2. Interview 49 III.5.2.1. Informant Profiles 50 III.5.2.2. Questions 50 III.5.2.3. Interview Data 51 III.5.3. Picture Banks 55 III.6. Data Analysis 60 III.7. Research Outcome 62 CHAPTER IV: PROJECT DEVELOPMENT & RESULT 63 IV.1. Proposed Design Solution 63 IV.2. Significance of Project 66 IV.3. Design Execution 66

viii

IV.3.1. Preparation 66 IV.3.1.1. Mind Map 66 IV.3.1.2. Moodboard 67 IV.3.1.3. Brainstorming 69 IV.3.2. Design Process 69 IV.3.2.1. Logo 69 IV.3.2.2. Graphic Element 72 IV.3.2.3. Graphic Standard Manual 74 IV.3.2.4. Poster 76 IV.3.2.5. Banner 77 IV.3.2.6. Brochure 78 IV.3.2.7. Social Media Template 79 IV.3.3. Design Outcome 80 IV.3.3.1. Logo 80 IV.3.3.3. Graphic Standard Manual 82 IV.3.3.4. Media Applications 84 IV.3.3.4.1. Promotions 84 IV.3.3.4.2. Collaterals 86 IV.4. Financial Statement 88 IV.5. User Testing 89 CHAPTER V: CONCLUSION AND RECOMMENDATION 95 V.1. Conclusion 95 V.2. Recommendation 96 V.3. Limitation and Future Plan 97 REFERENCES A APPENDICES E

LIST OF FIGURES AND TABLES

Figure 2.1. Five Steps to City Branding 6 Figure 2.2. Example of Sans Serif Typeface 18 Figure 2.3. Example of Sans Serif Typeface 19 Figure 2.4. Example of Serif Typeface 19 Figure 2.5. Example of Manuscript Grid 20 Figure 2.6. Example of Column Grid 20 Figure 2.7. Example of Modular Grid 21 Figure 2.8. Example of Hierarchical Grid 21 Figure 2.9. Karawang Regency Map 24 Figure 2.10. Jaipongan Performance 27 Figure 2.11. Topeng Banjet Performance 27 Figure 2.12. Odong-Odong Performance 28 Figure 2.13. Enjoy Jakarta Logo 31 Figure 2.14. Enjoy Jakarta Graphic Elements & Brochure 31 Figure 2.15. Enjoy Jakarta Poster Ads 32 Figure 2.16. Enjoy Jakarta Banner 32 Figure 2.17. Friendly Bandung Logo 33 Figure 2.18. Friendly Bandung Logo 33 Figure 2.19. Friendly Bandung Social Media Ad 33 Figure 2.20. Friendly Bandung Social Media Ad 34 Figure 2.21. Friendly Bandung Banner 34 Figure 2.22. Friendly Bandung Sticker 34 Figure 2.23. Jogja Istimewa Branding 35 Figure 2.24. Jogja Istimewa Social Media 35 Figure 2.25. Jogja Istimewa Sticker 36 Figure 2.26 Jogja Istimewa Poster Ads 36 Figure 2.27 Jogja Istimewa T-Shirt Design 36 Figure 2.28. Jogja Istimewa Car Ads 37 Figure 2.29. Colorful Medan Logo 37 Figure 2.30. Colorful Medan Pin 38

Figure 2.31. Pontianak Logo 38 Figure 2.32. Pontianak Social Media Template 39 Figure 2.32. Pontianak Design 39 Figure 2.33. Concept Theoretical Framework 40 Figure 3.1. Karawang Government Logo 55 Figure 3.2. Karawang Regency 56 Figure 3.3. Karawang Regency 56 Figure 3.4. Karawang Regency 56 Figure 3.5. Karawang Regency 56 Figure 3.6. Karawang Regency 57 Figure 3.7. Karawang Regency 57 Figure 3.8. Karawang Regency Website 57 Figure 3.9. Karawang Regency Website 58 Figure 3.10. Karawang Performance Arts 58 Figure 3.11. Karawang Performance Arts 58 Figure 3.12. Karawang Performance Arts 59 Figure 3.13. Karawang Performance Arts 59 Figure 3.14. Karawang Performance Arts 59 Figure 3.15. Karawang Performance Arts 59 Figure 3.16. Karawang Performance Arts 60 Figure 3.17. Karawang Performance Arts 60 Figure 3.18. Karawang Performance Arts 60 Figure 4.1. Color Palette 63 Figure 4.2. Brandon Grotesque Family 64 Figure 4.3. Gotham Rounded Family 64 Figure 4.4. Lato Family 65 Figure 4.5. Shapes 65 Figure 4.6. Layout Grid 66 Figure 4.6. Layout Grid 67 Figure 4.8. Design Moodboard 68 Figure 4.9. Reference Moodboard 69 Figure 4.10. Sketch Logo 70 Figure 4.11. Sketch Logo 70

Figure 4.12. Logo Digitalization 71 Figure 4.13. Logo Digitalization 71 Figure 4.14. Logo Digitalization 71 Figure 4.15. Sketch Logo 72 Figure 4.16. Sketch Logo 72 Figure 4.17. Sketch Logo 72 Figure 4.18. Digital Logo 73 Figure 4.19. Graphic Elements 73 Figure 4.20. Graphic Elements 74 Figure 4.21. GSM Sketch 75 Figure 4.22. GSM Layouting 75 Figure 4.23. GSM Layouting 76 Figure 4.24. GSM Layouting 76 Figure 4.25. Poster Sketch 77 Figure 4.26. Poster Digitalization 77 Figure 4.27. Banner Sketch 78 Figure 4.28. Banner DIgitalization 78 Figure 4.29. Brochure Sketch 79 Figure 4.30. Brochure Digitalization 79 Figure 4.31. Social Media Template Sketch 80 Figure 4.32. Social Media Template Digitalization 80 Figure 4.33. Final Logo Karawang Regency 80 Figure 4.34. Final Logo Karawang Regency 81 Figure 4.35. Final Logo Karawang Regency 81 Figure 4.36. Final Logo Karawang Regency 81 Figure 4.37. Final Logo Karawang Regency 81 Figure 4.38. Final Logo Karawang Regency 82 Figure 4.39. Final Logo Karawang Regency 82 Figure 4.40. Final Logo Karawang Regency 82 Figure 4.41. Graphic Standard Manual Karawang Regency 82 Figure 4.43. Graphic Standard Manual Karawang Regency 83 Figure 4.44. Graphic Standard Manual Karawang Regency 83 Figure 4.45. Graphic Standard Manual Karawang Regency 83

xii

Figure 4.46. Graphic Standard Manual Karawang Regency 84 Figure 4.47. Final Poster Karawang Regency 84 Figure 4.48. Final Poster Karawang Regency 85 Figure 4.49. Final Banner Karawang Regency 85 Figure 4.50. Final Brochure Karawang Regency 86 Figure 4.51. Final Social Media Templates Karawang Regency 86 Figure 4.52. Final Social Media Templates Karawang Regency 86 Figure 4.53. Business Card Karawang Regency 87 Figure 4.54. Envelope & Letterhead Karawang Regency 87 Figure 4.55. Mug Karawang Regency 87 Figure 4.56. T-shirt Karawang Regency 88

Table 2.1. Colors and Emotions 17 Table 2.2. Population in Karawang 25 Table 2.3. Table of Types of Commodities of Agricultural in Karawang 29 Table 3.1. Users Interviews 55 Table 4.1. Financial Statement 89 Table 4.2. User Testing 91 Table 4.3. User Testing 92 Table 4.4. User Testing 93

Diagram 3.1. Chart Flow 43

xiii

CHAPTER I

INTRODUCTION

I.1. Background

Throughout the years, Indonesia has been obtaining a lot of benefits from its tourism sector. An archipelago that indeed is known for its beauty, attracting tourists to travel and experience the exoticism of the nation. Not only international tourists, but the people of Indonesia have been known to enjoy travelling a lot. According to Statistics Indonesia on 2011, Bali is the first travel destination for tourists, followed by DKI Jakarta, DI Yogyakarta, and West Java.

There are a lot of places and cultures to experience and learn about in Indonesia, that sometimes these potential places are forgotten and set aside. West Java, for instance, has a lot of places to travel to, and it is not limited to only areas around Jabodetabek, but also a few kilometers from Jakarta, which is Karawang, a regency who is famous for various things.

Karawang is a regency in West Java, and it is located only 32 miles east of the capital city of Indonesia, Jakarta. The regency may be known as the major source of rice production in Indonesia, but unfortunately, many people may fail to know and remember when the name of Karawang comes into their mind. Due to contrary belief, Karawang is actually a place with various attractions and values. The regency has potential in developing its popularity by introducing its history, culture, tourist attraction, as well as other possible things to explore, to the mass public.

According an article from Kompas (properti.kompas.com) in June 2016, Karawang is a region of potentials. Since this regency is also planned to be crossed by Trans Jawa Toll (Cikopo-Palimanan), Pantura Jawa, and fast train Jakarta-Bandung. By having such a potential location, Karawang can have more chances to be known in property, industrial, and tourism aspects.

For starter, there are a lot of places deemed as worthy of tourist attractions by the government, as well as the locals, such as beaches, lakes, and waterfalls. There are also a lot of historical stories written in various places of Karawang, such as temples, monument, and even the famous house where Soekarno and Moh. Hatta was once detained in Rengasdengklok.

Therefore, because it is not known yet, city branding can be the solution. According to Anholt (2007), the unwilling places that are unable to create a strong branding position will not be able to compete and win their part of the world's consumers, investment, cultural exchange, talent, capital, respect and attention. To be able to compete globally, a place should be able to differentiate itself from other competitors, to influence its potential target users in emotional level, and to accommodate as many investments, trades, and stakeholders as possible. City or place branding has been known to be a good strategy for said city or place to strengthen their brand positioning, not only in the terms of economy or tourism aspects, but also for mass public to be educated about the city or place.

There are a lot of sides of the regency deserve to be known and recognized by public even more. A lot of cities have experienced the impacts of good implementation of city branding has brought, such as Pekalongan, Solo, and Semarang.

Even though Karawang may not be the capital city of any province, it does not rule out the regency to be less valuable in historical, educational, and cultural terms. A developing regency such as Karawang needs a strategic city branding in order for their growth to be more significant and coherent, to develop their national and international tourism rates, and to locate them to be one of the prominent place to travel to.

I.2. Specific Problem Identified

According to a questionnaire the writer has spread, a lot of people have heard of Karawang, but most of them have failed to give slightly deeper information

about the regency despite their curiosity of Karawang, because they still have little to no idea about its location, places of attraction, and history.

Based on simple online browsing, the writer could not be able to find any immediate evidence of city branding for Karawang regency as well, which proves that Karawang does not have any city branding to promote its regency to the public.

The study will include the aspects of Karawang regency that will possibly help to influence the target market to visit Karawang, the methods that will be used for the research and analysis, as well as the process of creating the city branding concept and design.

1. How can city branding attract more people to learn and visit Karawang? 2. What makes city branding of Karawang successful?

I.3. Target User Profile

The purpose of the branding is for people to know and visit Karawang, not only for entertainment purposes but also to learn more about the history and the culture through its tourism attractions, and therefore to invest more in the regency.

The primary target user in the study includes women and men, middle-class, age 20 to 30, who live in the area of Jabodetabek and West Java, because those who are able to travel will be the target user for the study.

I.4. Project Objective

● The writer wants to give a strong positioning to Karawang regency based on a strategic city branding in the term of its tourism and economy aspects. ● It is also for people to know about Karawang better, and to be attracted to history, culture, and the regency itself. ● A strategic branding to influence people, so they will be able to invest in Karawang as a developing regency.

CHAPTER II

LITERATURE REVIEW

II.1. Basic Design Theory

II.1.1. Target Market Theory

Effective marketing strategies mostly consist of a combination of several marketing strategies that work together to establish the brand and create interest and desire for the product or service. The purpose of segmentation is the concentration of marketing energy to gain an advantage in the competition within the segment.

There are several steps in market segmentation. According to Fair, Lamb, and McDaniel (2003, p.228), the first step in segmenting markets is to “select a market or product category for study”. The second step is to “choose a basis or bases for segmenting the market”. The third step is “selecting segmentation descriptors”. The fourth one is to “profile and analyze segments”. The fifth step is to “select target markets”. The last step is “designing, implementing and maintaining appropriate marketing mixes”.

There are also several bases of market segmentation strategy, which are geographic segmentation, demographic segmentation, psychographic segmentation, and behavioral segmentation.

II.1.2. Positioning Theory

According to Wheeler (2009, p. 14), positioning is described to be a revolutionary branding concept, and it convinces companies to determine its position in the customer's mind, by putting themselves in the customer's shoes, and to see the competitive landscape in different views. It is presented as fundamental in all marketing communications, branding, and advertising fields.

Neumeier (2007) developed The Onliness Statement, which includes: What (refers to the only category), How (refers to the differentiation on characteristic), Who (refers to the target customer), Where (refers to which market geography), Why (refers to the reason why people need it), and When (refers to the time during the trend).

Positioning includes brand image, an advantage in competition that is necessary in building an image for Karawang Regency, helping the target market to see Karawang Regency as what it percepts.

II.1.3. Communication Theory

According to Turner & West (2009), the process nature of communication also means that much can happen from the beginning of a conversation to the end. People may end up at a very different place once a discussion begins, which means communication is a process means that it is always ongoing. Turner & West also stated another definition of communication is symbols, an arbitrary label or representation of phenomena. There are both concrete symbols (the symbol represents an object) and abstract symbols (the symbol stands for a thought or idea). In addition to process and symbols, there is meaning, which means what people extract from a message.

There are also seven contexts in communication field, and the context that will be used in this study is mass communication, or mediated context, targets on large audiences. Mass media refers to the channels for mass messages. Mass communication refers to communication to a large audience via one of these channels of communication.

Like each of the preceding contexts, the mass communication context is distinctive and rapidly changing, and what was promised as a marvelous advance today is often considered outdated tomorrow.

This definition may have an inevitable impact on the communication process. Through this theory, the act of communication in city branding for Karawang

regency supposedly has to be planned out as detailed and specific as the theory has laid out, resulting in effective and successful act of communication through design.

II.1.4. Main Visual Theory

Adapting from Go and Govers (2009), their analysis stated some things on how to build strong place brands, and the main things are analysing place brand, designing the place brand essence, and implementing the place brand itself.

Below is the adapted chart of their analysis, also known as the five steps approach to city/place branding.

Figure 2.1. Five Steps to City Branding

For the first step, a clear project goal should be determined, along with their vision, mission, and objectives. The second step is about the analysis of the place brand, their identity, and how they want to be perceived to the public. The third step is about designing the visual concept, and how to make people can experience the concept. The fourth step is how to implement the place brand through the communication, construction, and cooperation strategy. And the last step is to monitor the place brand, to make sure the brand strategy is implemented well and that people are aware of the brand.

II.1.5. Brand and Branding Theory

The word 'branding' may have been thrown around in public often now, but some people still can't exactly grasp the concept of branding, (as they only view branding as visual identity of a company) mostly because they cannot understand about it in the simplest way. The American Marketing Association defines a brand as a "name, term, sign, symbol, design, or a combination of them that identify the seller's product or service, intended to differentiate them from their competitors."

Wheeler (2009, p. 6) argues branding is about seizing opportunity to express and persuade people to choose one brand over another. Wheeler also states that a brand serves three primary functions, which are navigation (where brands help consumers choose from various brands out there), reassurance (where brands convey the quality of the product or service and reassure customers that their choice is right), and engagement (where brands communicate to customers that help them to understand that the brand understands them).

It is quite clear that branding can help the customers to decide what brands they should settle with by influencing them with the concepts and images of the brand they build. If a brand can make you think of them as what they want to be seen as, then their branding strategy is successful enough for people to remember them as what they want to be remembered as. Brands help to differentiate products and give them a promise of value (Gertner and Kotler, 2002). A strong branding positioning will help a product or service to have more value than their competitors, rendering them to be different from those of competitions.

According to Chernatony and Riley (2010, p. 418), brand can also be a legal instrument, logo, company, shorthand, risk reducer, identity system, image, value system, personality, relationship, and adding value, or mix of all of them above. With different antecedents and consequences, each of purpose still contains a lot of value in branding.

This also applies on how they influence people in emotional level. Brands need to be able to communicate to their customers to steal their attention and attract them. At the heart of every brand is its audiences (Davis, 2005) and if the brands fail to engage them, then their equity will be lost eventually. That is why it is

important to know about the target markets, and to come up with creative ideas and strategies over and over again in order to receive the attitudes the brands seek from customers.

Implementing the theories from the experts, the branding for Karawang regency will be designed to actively seek out to the customers, by grabbing their attention and engage them in acting, in this situation, means to visit Karawang regency and to know about it better and more.

II.1.5.1. Brand Equity

Quoting Aaker (2009), brand equity is a set of brand assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firm's customers.

Other than providing value to the customer, brand equity can also provide value to the firm. Following Aaker (2009), brand equity can enhance programs to attract new customers, it can enhance brand loyalty, it will allow high margins by permitting both premium pricing and reduced reliance upon promotions, it can provide a platform for growth via brand extensions, it can provide leverage in the distribution channel, and it can provide a competitive advantage that often presents a real barrier to competitors.

 Brand Loyalty

Following Aaker (2009), it is quite expensive to gain new customers for any business, and relatively inexpensive to keep existing ones, especially when the existing customers are satisfied with the brand. The loyalty of the customer base reduces the vulnerability to competitive action. High loyalty means greater trade leverage, since customers expect the brand to be always available.

 Brand Awareness

Following Aaker (2009), there will always be an assumption that a brand that is familiar is probably reliable and of reasonable quality. A recognized brand will thus often be selected over an unknown brand. The awareness factor is

particularly important in contexts in which the brand must first enter the consideration set.

 Perceived Quality

Following Aaker (2009), a brand will have associated with it a perception of overall quality not necessarily based on a knowledge of derailed specifications. Perceived quality will directly influence purchase decisions and brand loyalty, especially when a buyer is not motivated or able to conduct a detailed analysis.

 Brand Associations

Following Aaker (2009), if a brand is well-positioned upon a key attribute in the product class, competitors will find it hard to attack. They may be forced to find another, perhaps inferior, basis for competition. Thus, an association can be a barrier to competitors.

 Brand Assets

Following Aaker (2009), brand assets will be most valuable if they prevent competitors from eroding a customer base and loyalty. These assets can take several forms, such as a trademark, a patent, and a distribution channel. Assets must be tied to the brand for it to be relevant.

II.1.6. Place or City Branding Theory

Just like products, places have been promoting their images throughout history (Anholt, 2002), but the need to compete in global market in twenty first century has increased drastically, as many places think the rivalry is too strict at times. This is where place or city or nation branding is chosen as a strategy for them to survive.

Place branding refers to branding itself and how to build brand equity (Govers and Go, 2004 as cited from Aaker, 2001; Aaker and Joachimsthaler, 2000; Riezebos, 1994) in relation to national or global identity. It represents the identity

of the city, builds a favorable images that lead to brand satisfaction, awareness, and other brand associations.

Govers and Go (2009) refers place branding as the process of discovering, creating, developing and realizing ideas and concepts for reconstructing place identities, their specific and defining traits to build the sense of place. The essence of place or city branding may not have many differences from usual branding for products, but the key factors of place branding can show more detailed differences.

To be considered as a brand, they also need to have fundamental properties. According to (Ashworth et al, 2014) place brands are created of promotional tactics, identity claims, associations with place-making elements, narratives, and interactive formations. A lot of efforts, especially about cooperating, between residents and government, or any institutions that undertake in place branding projects, are one of the key factors in the branding potential of a city or place (Pfefferkorn, 2005).

II.1.7. Design Elements and Principles Theory

In order for designers to be able to create a good piece of design artworks, there are a few elements and principles that play an important role in the creation. They are known to be the components of structure that can carry a wide variety of messages. Below are the elements and principles of design directly following Landa (2006).

II.1.7.1. Design Elements a. Line: A line is primarily recognized by length rather than width. Designers use lines to create edges and outlines of objects. b. Shape: Shape is a constructed or delineated area created either partially or entirely by lines or by color, tone, or texture. It's defined as a closed form or closed path.

c. Space: Space can be positive or negative, as it is a basic principle of visual perception and refers to the relationship of shapes. d. Colors: Colors are important as they can create a visual to the emotions, and it can affect one’s moods and actions. It can help to communicate messages to the viewers that words and shapes are unable to. e. Texture: Texture is the actual tactile quality of a surface or the simulation or representation of such surface.

II.1.7.2. Design Principles a. Balance: As a design principle, balance has an important role in aesthetic aspect, as it places the differ parts of a visual into an aesthetically pleasing arrangement. b. Proportion: Proportion refers to the relative size and scale of the elements in a design. This means that it is necessary to consider proportion in terms of the context to determine proportions. c. Emphasis: Emphasis is used by artists to create dominance and focus in their work to create a visual hierarchy. Designers can emphasize color, value, shapes, or other art elements to achieve dominance in order to emphasize it. d. Rhythm: Rhythm is a sequence of visual elements at prescribed intervals and can be achieved through color, texture, figure and group relationships, emphasis, and balance. The role of repetition and variation is also important in creating rhythm in artworks. e. Harmony: Harmony in visual design means all parts of the visual image relate to and complement each other to pulls the piece of a visual image together. f. Unity: Unity is the relationship among the elements of a visual that helps all the elements to work together. Unity gives a sense of entirety to a visual image. The design outcome of the city branding project is based on the design elements and principles written above, which naturally become the guidelines for the design itself to create good and well-designed artwork.

II.1.8. Identity Theory

Identity is one of many ways to be recognized, to recognize, and to differentiate one thing with another. Its existence is crucial in life, and it can represent philosophy, vision, history, strategy, or even program. Landa (2006) states that visual identity should communicate meaning, add value, be relevant to its target audience, and should be:

● Recognizable: The shapes and forms should be perceptible. ● Memorable: The shapes, forms, and colors should be unique, interesting, and unusual in adequate amount. ● Distinctive: The name, shapes, forms, and colors should be able to distinguish it from the competition. ● Sustainable: The name, shapes, forms, and colors should be relevant for a period of years. ● Flexible/Extendible: The name, shapes, forms, and colors should be adjustable to work within various medias, to grow with the entity, and to be adaptable to brand extensions and sub-brands. In addition, Rustan (2009) states about three steps of human assessment to another, in a context of company identity, also can be called as identity mix. It includes:

● Visual. For example: logo, typography, color, packaging, uniform, signage, and building. ● Communication. For example: advertising, customer service, public relation. ● Behavior. For example: corporate value, corporate culture, norm. Wheeler (2009) states brand identity as something that appeals to senses, as it fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. Brand identity also makes it easy for customers to buy, for sale forces to sell, and to build brand equity. To make customers to be even more familiar with Karawang regency, a strong identity will be needed.

According to Visible Logic (2010), the elements of identity are logo or wordmark, different logo lockups, key colors and additional color palette options, corporate typefaces, standard typographic treatments, consistent style for images, and graphic elements. Landa (2006) also describes the components that are usually found across brand applications, which are strategy, logo, tagline. look and feel, color or color palette, typeface(s), abbreviations and titles, signature, tone of voice, attitude of imagery and copy, and descriptive writing.

Branding for Karawang Regency also works by these guides by implementing the design elements and components, creating a good identity design that will make people feel, think, and see the regency as it want to be percept in their branding strategy.

II.1.9. Logo Theory

Landa (2006) describes logo as a unique identifying symbol, and it is also called a symbol, mark, brand mark, logotype, or trademark. Logo is a graphic mark or symbol that signifies or identifies brand, company, or entity. Logo carries enormous importance and significance from a brand to their customers, as it should be able to provide immediate recognition to the public.

Rustan (2009) states the functions of a logo usage as: for personal identity, sign of ownership, sign of uniform quality, and to prevent the plagiarism of the product and service. It is apparent that logos play an important role in the identification and personalization of a brand. Therefore, designers should create the logo designs by following the characteristic guidelines for logo to be timeless.

Following Airey (2009) there are several elements that can help the logo design to be an enviable iconic design. Below are the elements that are stated by Airey.

● Keep it simple: Simplicity helps a design to be more dynamic and versatile. By adopting a minimalist approach, it can help the design to be used across a wide range of media, and it helps public to easily remember the design.

● Make it relevant: The logo design must be appropriate and fitting to the industry, the client, and the audience. Therefore, a deep and thorough research is needed for the design to differentiate the brand from the competitors. ● Incorporate tradition: Trends come and go, and it's best for a designer to create logo not based on trends, since the logo should last for the period of the brand it represents. ● Aim for distinction: Logo design should be distinctive, created with unique style, and portrays the brand's successfully. The logo should be recognizable for customers to be able to distinguish the brand from its competitors. ● Commit to memory: Iconic logo will make the viewers to remember them even in a quick glance, and it is crucial to make them remember the design for the brand positioning to be strong and relevant. ● Think small: Scale and proportion are important in design. Ideally, a logo should work at a minimum of one inch in size without loss of detail, as it has to be able to be put for a lot of media usages. ● Focus on one thing: Only one feature is needed for iconic designs to be stood out from the crowd. Said theories are seen to be most fitting to the city branding project of Karawang regency. By implementing the theories from the experts, it is expected for the brand logo to be designed according to the guidelines simultaneously.

II.1.10. Color Theory

The meaning of color exists for everyone in possible various reasons, but color has a tad more relevance in design, as it happens to be one of important elements in design. It easily can determine the success of design in the consumer marketplace, as it can be used to communicate ideas and emotions, to influence, to motivate, and even to manipulate (Holtzschue, 2011).

Elliot and Maier (2007) have succeeded to do a research of the possible effect of colour on performances. According to the research, it is possible for a color to trigger some kind of emotion or behavior towards those who process it. They also

have stated premises on colors that must be done for it to properly affect performance based on the researches. First, color should be able to carry a specific meaning, as it has to influence over psychological functioning. Second, the meaning of colors is based both on learned associations and on biological responses. The third premise is that the perception of color will cause evaluative processes. Fourth, these evaluative processes influence motivated behavior. The fifth premise is that the influence of color on psychological functioning is implicit and automatic, it is almost impossible to change the behavior as it takes place without awareness. The sixth premise is that the meaning and effects of color are based on context. In different contexts a color can have different associations.

Reactions will be an important matter in branding, as it will help brands to communicate with the customers. Choosing the fitting colors for branding projects will enhance the value of the brand, because customers’ behaviors, emotions, and actions. The proper usage of color for city branding of Karawang Regency will affect the result of the branding simultaneously, and it is important to have strong psychological effects on public, as it is inquired in brands.

A table list of general colors and the emotions they symbolize, along with the industries that are mostly using them, and their usage, according to graf1x.com.

Color Emotion Industry Used To

Red Excitement, Energy, Entertainment, Stimulate, Create Passion, Courage, Food, Sport, Fire Urgency, Draw Attention Protection, Children Attention, Caution, Products Encourage

Orange Optimistic, Art, Entertainment, Stimulate, Independent, Food, Sports, Communicate Fun, Adventurous, Transportation Draw Attention, Creativity, Fun Express Freedom, Fascinate

Yellow Enthusiasm, Food, Sports, Stimulate, Encourage Opportunity, Transportation, Relaxation, Awake Spontaneity, Travel, Leisure Awareness, Energize, Happiness, Affect Mood Positivity

Lime Green Growth, Harmony, Environment, Restore Energy, Fertility, Kindness, Leisure, Alternative Promote Growth, Dependability Energy, Nurture, Rejuvenate Entertainment, Education

Kelly Green Safety, Harmony, Environment, Relax, Balance, Stability, Banking, Real Revitalize, Reliability, Balance Estate, Farming, Encourage, Possess Non-Profit

Sky Blue Freedom, Self- Entertainment, Draw Attention, Expression, Communication, Inspire Trust, Suggest Trustworth, Children’s Precision, Wisdom, Joy Products, Communicate Technology, Consciousness, Aerospace Stimulate Productivity

Royal Blue Trust, Security, Finance, Reduce Stress, Create Responsibility, Technology, Health Calmness, Relax, Honesty, Loyalty, Care, Accounting Secure, Create Order Inner Security

Violet Imagination, Humanitarian, Encourage Creativity, Spirituality, Psychic, Religion Inspire, Combine Compassion, Wisdom and Power, Sensitivity, Mystery Create Impression of Luxury, Intuition

Pink Compassion, Love, Children’s Communicate Immature, Playful, Products, Women’s Energy, Increase Admiration Products, Beauty, Pulse, Motivate Fashion Action, Fascinate, Encourage Creativity

Brown Reliability, Agriculture, Stabilize, Imply Stability, Honesty, Construction, Common Sense, Comfort, Natural Transportation, Suppress Emotions, Legal, Food Create Warmth

Grey Neutral, Practical, All Industries Create Sense of Conservative, (Mostly used in Composure, Depress Formal, Quiet combination with Energy, Associate other colors) Timeless, Communicate Maturation

Black Power, Control, All Industries Hide Feelings, Authority, (Mostly used in Intimidate, Radiate

Discipline, combination with Authority, Create

Elegance other colors) Fear, Associate with

Mystery

Table 2.1. Colors and Emotions

Color palette chosen for the city branding itself contains the colors of nature attractions that can be found in Karawang regency, such as shades of blue, green, and brown, with a hint of red or yellow. The colors that will be used supposedly will help to represent Karawang regency in geographical area, but still can affect people in positive ways.

II.1.11. Typography Theory

Solomon (1994) describes typography as a tool for designers to transform the mechanically manufactured composition of letterforms into a visual art. He also stated that the proper usage and understanding of typography will increase sensitivity and value of design, communicating words in visualizations of lines and spaces, delivering messages through different typefaces.

Following Landa (2006), there are several factors for choosing suitable typefaces, such as the aesthetics and impacts, the appropriateness to the concept, the readability and legibility, and the integration with visuals.

Communicating activities will be considered as successful if the tools between the giver and the receiver are able to help them to receive information. Writings have been considered as communication tools that are working in ages, and therefore, typography is a way of representation that can help people to receive information through our visuals. The typography theory needs to be applied effectively, in order for the communication activities to the customers in branding for Karawang regency will be done successfully.

For readability and eligibility of typography, the kind of typeface that will be used for the city branding will be sans serif or some sort with fancy typeface as the headline or such, visualizing a modern and interesting ambience for target audiences.

Possible sans serif typefaces that will work well in city branding, such as Grotesk by Berthold Type Foundry of Berlin.

Figure 2.2. Example of Sans Serif Typeface

Figure 2.3. Example of Sans Serif Typeface

Possible serif typefaces that will work as headlines, or display typefaces, such as Brawler by Cyreal.

Figure 2.4. Example of Serif Typeface

II.1.12. Layout Theory

According to Arntson (2011), layout design relates the diverse elements on page to communicate and appeal aesthetically. The difficulty in layout design calls for sensitivity to proportion, which is the organization of things into a relationship of size, quantity, or degree. Visual rhythm is also another important aspect in layout design, and it is based on repetition of shapes, values, colors, and textures.

Following Arntson (2011), most of the times, designers use grid layout to bring an organized unity to an entire publication. It can help generate distinctive images and allow for experimentation with the forms of contrast. Grid is an arrangement of horizontal and vertical lines to divide a page evenly into margins, segments, spaces, type lines and spaces between type and images. There are several types of grid systems that are usually used for layout making, which are:

● Manuscript Grid: It is known as a single column grid or a block grid. It is suitable for broad and continuous blocks of text and usually used as a part of books and long essays. The picture below is the example.

Figure 2.5. Example of Manuscript Grid

● Column Grid: The setting is created by multiple columns inside the format. Columns can be dependent on one another and divagate by design elements. The picture below is the example.

Figure 2.6. Example of Column Grid

● Modular Grid: It is similar to column grids with the extension of even divisions by rows. Modules can either be vertical or horizontal and the proportion can be made up in various ways such as average height and width of a paragraph, image size, so on. The picture below is the example.

Figure 2.7. Example of Modular Grid

● Hierarchical Grid: It’s commonly found on the web and great for an odd grid that doesn’t effectively fit one of the other grid networks and can be used to connect different elements and form an arranging structure. The picture below is the example.

Figure 2.8. Example of Hierarchical Grid

When combining copy, illustration, and photography, unity can also be established by finding similar shapes, angles, values, and type styles. Variety or contrast is important too, as it can create a focal point or visual path in a layout. Layout should strive to do justice to the intentions of the copywriter, the photographer, the illustrator, the client, and the designer.

II.1.13. Tagline Theory

Tagline is important in building a brand, as it usually conveys the benefit or strategy of the brand in advertising them. It helps to complete the communication in advertising and campaigning.

According to Landa (2006), it is important to have a good and effective tagline in a brand identity, in order for the brand to be able to communicate the spirit, message, and strategy to the customers. The creation of tagline is pretty complicated, as it has to represents the brand to the public, and it has to be acceptable to the market. Landa describes that tagline needs to be relevant, memorable, distinguishable, and conventional.

The purpose of tagline itself, as stated by Rustan (2009), it has to embody the essence, personality, image, or positioning of a brand. There are several types of

taglines that are usually used in a brand, and below are the definitions of each type according to Rustan.

● Descriptive: Tagline explains the promises of brand to customers. ● Specific: Tagline helps to give position the brand to be the best in their field. ● Superlative: Tagline helps to give position the brand to be best compared to their competitors. ● Imperative: Tagline asks or visualizes the brand's actions. ● Provocative: Tagline asks or persuades the emotions of customers towards the brand. The creation of tagline has to be thorough and relevant, and by following the written theories, the tagline for Karawang regency has to embody all of the elements of the regency, creating an image of how the regency wants to be seen as. The tagline itself is supposedly descriptive and/or imperative, explaining the regency to the customers and visualizing its actions.

II.2. Karawang Regency

II.3.1. History

According to the Official Website of Karawang Local Government, through Tarumanegara era, even to era where Karawang Regency was finally developed in West Java, there has always been a regime system going on in the regency. Around the 15th century, Syeikh Quro brought Islam religion to Karawang. Then, his teaching was taught by Wali Sanga. Since Syeikh Quro passed away, there has no been written information about his grave, but it was presumably in Pulobata, Pulokalapa, Lemahabang Wadas, Karawang, where Syeikh Quro lived once.

During those times, Karawang was still a place covered in forests (hutan belantara) and swamps (rawa-rawa), which somehow resulted in the name creation for Karawang. In Sundanese, ke-rawa-an or "swamp" somehow turned into Karawang, a name that suited Karawang’s geographical condition. Most of

the swamps still remain until this day, and some of the places also contain "rawa" in their names, such as Rawasari, Rawagede, Rawamerta, Rawagempol, et cetera.

The location of Karawang has been known since the regime of Pajajaran Kingdom, in Bogor. During those times, Karawang was a main and important route that could connect Pakuan Pajajaran Kingdom to Galuh Pakuan in Ciamis. Another source has stated that books from Portuguese (from 1512 and 1522) claims that important ports from Pajajaran Kingdom was "CARAVAN" which was located around the mouth of Citarum river. The so-called "CARAVAN" was indeed Karawang, which is located in around Citarum river.

According to Sundapura (2016), in the 17th century, the largest kingdom on Java Island was Mataram, with the famous king Sultan Hanyokrokusumo. He did not want the archipelago occupied or colonized by other nations and wanted to unite the archipelago. In an attempt to expel the VOC who had instilled power in Batavia, Sultan Agung prepared himself by first ruling the Karawang area, to serve as the base of the struggle in attacking the VOC. Ranggagede ordered him to prepare army / soldier and logistics by opening up farmland, which later developed into a rice granary.

On 14 September 1633 AD, coinciding with 10 Maulud 1043H, Sultan Agung inaugurated Singaperbangsa as the first Regent of Karawang, so traditionally every 10th of Maulud is celebrated as Karawang regency anniversary. Starting from the history and struggle preparation of the proclamation of independence of Indonesia, Karawang better known by the nickname as the base of the struggle and the area of rice fields of West Java.

II.3.2. Geography

Figure 2.9. Karawang Regency Map

Karawang Regency is located in the northern area of West Java province, included in land area that is relatively low, included Districts of Pakisjaya, Batujaya, Tirtajaya, Pedes, Rengasdengklok, Kutawaluya, Tempuran, Cilamaya, Rawamerta, Telagasari, Lemahabang, Jatisari, Klari, Karawang, Tirtamulya, a part of Telukjambe, Jayakerta, Majalaya, a part of Cikampek and a part of sebagian Ciampel. The area with hills include Pamoyanan Mountain, Dindingsari, Golosur, Jayanti, Godongan, Rungking, Gadung, Kuta, Tonjong, Seureuh, Sinalonggong, Lanjung dan Gunung Sanggabuana. There are also Gabus, Cielus, Tonjong, Tegalwaru, Pangkalan and Ciampel.

Karawang Regency is 1.753,27 Km2 or 175.327 Ha, which also happens to be 4,72 % of West Java province (37.116,54 Km2) and has the limit of ocean to 4 Mil x 84,23 Km, with borders such as:

a. North: Java Sea

b. East: Subang Regency

c. Southeast: Purwakarta Regency

d. South: Bogor and Cianjur Regency

e. East: Bekasi

II.3.3. Demographics

The citizens of Karawang regency mostly are Sundanese. In the north area of Karawang regency, such as Batujaya and Pakisjaya, Cilamaya, and Tempuran, they use harsher vocabularies, while the south area is using more standardized Sundanese. According to the statistics from 2015, the citizens of Karawang are mostly working in agricultural or industrial field.

Here is a table of population in Karawang Regency, according to Government of Karawang Regency's website, from 2011 until 2015.

Year

2011 2012 2013 2014 2015

Total 2.172.289 2.199.394 2.225.383 2.250.120 2.273.579 Population

Growth 2,09 1,25 1,18 1,11 1,04 (LPP %)

Population 1.239 1.254 1.269 1.283 1.297 Density

Table 2.2. Population in Karawang

II.3.4. Potential

II.3.4.1. Tourist Attractions

Contrary to popular beliefs, Karawang is not only famous as an industrial city, but its tourist attractions are also deserved to be known, especially since a lot

of online articles and social media have promoted various tourist attractions in Karawang with good response from the viewers. Tourism sector in Karawang Regency has so many potentials, but it is not given more attention by local government because of economical reasons, according to an article from Karawang Government Official Website.

Several of tourism objects are divided into six tourism characters, which are: mountains, nautical, heritage, religious, ancient, and artificial. It can be elaborated as such: a. Nature Tourism (Mountains and Nautical), for examples are Mekarbuana, Tanjung Pakis Beach, Tanjung Baru Beach, Samudra Baru Desa Sungaibuntu Beach, Pasir Putih Beach, Cigentis Waterfall (Curug Cigentis), Bandung Waterfall (Curug Bandung), Lalay Waterfall (Curug Lalay), Santri Waterfall (Curug Santri), Cikolengkap Waterfall (Curug Cikolengkap) and Cipanundaan Waterfall (Curug Cipanundaan); b. Cultural Tourism (heritage, religious, and ancient), for examples are Archaeological Sites of Candi Jiwa, Candi Cibuaya, Kuta Tandingan, Grave of Tubagus Rangin and Grave of Karawang's Late Regents, Monument of Proclamation of Rengasdengklok, Rawagede Monument, Suroto Kunto Monument and House of Djiouw Ki Siong, Grave of Syech Quro and Monastery of Sian Jin Kupoh; c. Artificial Tourism, such as Walahar Dam (Bendungan Walahar/Parisdo), Gempol Rawa Lake, Kamojing Lake (Situ Kamojing) and Cibayat Dam (Bendungan Cibayat), Batu Tumpang Adventure Camp (BATAC).

II.3.4.1.1. Tourism Articles An article from detikTravel states about a renowned beach in Karawang and how it started getting recognition slowly, where at least 8,000 tickets are sold per week. The beach itself is Pantai Sedari, where tourists can see a lot of mangrove trees and milkfish ponds. Since the beach is considered new, there is not many facilities found here.

Kompas wrote an article about tourism potential of Karawang in Klari, Karawang. The place is called Jembatan Eceng, where a lake with water hyacinth is located. The local youth organization of the village plans to develop the place to become even better since a lot of tourists are interested in coming to the place.

II.3.4.2. Performance Arts

 Jaipongan

Figure 2.10. Jaipongan Performance

Jaipong is a traditional dance that really influences the culture in Karawang, where Jaipong can always be found in celebration ceremony. Jaipong dance presents hip sway, adapted from the women's movement when they are cleaning the rice, which then is popular with the name of 'Goyang Karawang'.

 Topeng Banjet

Figure 2.11. Topeng Banjet Performance

Topeng Banjet is a traditional performance art from Karawang Regency that is famous for its informal usage of Sundanese language and has waditra as its musical accompaniment. The naming for this performance art is only to differentiate the mask performance art from Indramayu and Cirebon to Karawang.

 Odong-odong

Figure 2.12. Odong-Odong Performance

Odong-odong is similar to Gotong Sisingaan from Subang, but in their performance, Odong-odong has a kind of buffoonery which is accompanied by amusing movements, and other different masks, and the most famous is Menyon. The performance is usually in the form of carnival for celebrating the family's son's circumcision.

II.3.4.3. Agriculture

Other than the biggest source of rice producing in West Java, Karawang Regency is also one of the areas that contribute for the rice demand in nation, for every year, reaching to 799.128 ton/year.

Below is a table of types of commodities and widespread of agricultural in Karawang Regency from year 2011 until 2015.

Year

2011 2012 2013 2014 2015

Rice 197.013 195.924 197.599 198.644 195.726

Soy 886 152 640 486 1.627

Green 1.432 819 621 789 489 Beans

Dry-Piped 1.553 1.260 486 167 866 Corn

Cassava 231 499 372 297 230

Sweet 21 32 29 24 82 Potato

Table 2.3. Table of Types of Commodities of Agricultural in Karawang

II.3.4.4. Industry

Since Karawang is known as industrial city, there are quite a lot of industrial areas that are located in Karawang per 2015, which are:

1. PT. Mitra Karawang Jaya 2. PT. Hutan Pertiwi Lestari 3. PT. Pupuk Kujang 4. PT. Maligi Permata Industrial Estate 5. PT. Surya Cipta Swadaya 6. PT. Karawang Jabar Industrial Estate 7. PT. Hab & Son 8. PT. Karawang Tata Bina 9. PT. Sumber Airmas Pratama 10. PT. Rasindo Perkasa 11. PT. Pradi Dana Anugrah 12. PT. Daya Kencanasia 13. PT. Indotaisei Indah Development 14. PT. Mandala Pratama Permai 15. PT. Canggih Bersaudara Muliajaya 16. PT. Bintang Puspita Dwikarya

17. PT. Persada Nusa Makmurindo 18. PT. Sejati Buana Jaya Darma 19. PT. Innovindo Graha Lestari 20. PT. Juishin Indonesia 21. PT. Minriko Touvel 22. PT. Mas Putih Belitung 23. PT. Sejati Buana Jayadhama 24. PT. Persadanusa Makmurindo 25. PT. Karawang Sukses Makmur

II.3. Previous Study

A master thesis of Pfefferkorn, graduated from Graduate School of Syracuse University, in 2005, laid out a thorough research analysis about the exploration of city branding, including the function, added values, and integration, also providing case studies of weak and strong cities. With the objective to determine the effect of branding cities, the thesis includes both good and bad branding strategy by comparing city branding of few places. The writer analyzes the study cases and implements the most fitting and proper city branding for Karawang regency.

A bachelor thesis of Hartono, Bina Nusantara alumnus, in 2014 which studied about visual identity of Karawang stated Karawang is the most known as the biggest source of rice producing in Indonesia. Apparently, in the questionnaire the writer has spread around, most people know Karawang as an industrial city, rendering the study thesis to be irrelevant in Karawang’s new development direction. The visual identity, that was focused on the agrarian part of the regency, also didn’t represent the regency in every aspect, such as tourism, economy, culture, not history. The writer hopes to create a city branding that will introduce Karawang as a prominent regency for the new era of global competition by highlighting its tourism aspects.

II.4. Competitor Research

II.4.1. Enjoy Jakarta

Enjoy Jakarta is a branding strategy from Jakarta Culture and Tourism Office to promote Jakarta as a tourist destination. The design itself consists of logo, design elements, colors, as well as graphic standard manual and promotional items such as poster design, banner design, along with billboard design.

Figure 2.13. Enjoy Jakarta Logo

Figure 2.14. Enjoy Jakarta Graphic Elements & Brochure

Figure 2.15. Enjoy Jakarta Poster Ads

Figure 2.16. Enjoy Jakarta Banner

II.4.1.1. Successful Factors

● Memorable logo

II.4.1.2. Unsuccessful Factors

● The design is not well-targeted ● The implementation is messy ● Lack of socialization

II.4.2. Friendly Bandung

Friendly Bandung is a branding strategy to promote Bandung as an international tourist destination. Friendly Bandung is created based on a Sundanese philosophy that goes as: 'someah hade ka semah', which also means that it is a must to be friendly to guests so they will feel comfortable and at home. From there, the city branding for Bandung was born.

The design itself consists of logo and its variations, design elements, colors, as well as graphic standard manual and promotional items such as poster design, banner design, along with billboard design. They also designed for the merchandise and social media templates.

Figure 2.17. Friendly Bandung Logo

Figure 2.18. Friendly Bandung Logo

Figure 2.19. Friendly Bandung Social Media Ad

Figure 2.20. Friendly Bandung Social Media Ad

Figure 2.21. Friendly Bandung Banner

Figure 2.22. Friendly Bandung Sticker

II.4.2.1. Successful Factors

● Creative, innovative, and playful concept ● Simple and minimalist design ● Unique design implementation ● Memorable name

II.4.2.2. Unsuccessful Factors

● Lack of promotion ● Bland branding strategy

II.4.3. Jogja Istimewa

Jogja Istimewa as a city branding for Yogyakarta has a meaning of egalitarian, a principle that believes all the people are equal and deserve equal rights and opportunities according to Marzuki from Jogja Hip Hop Foundation. The color is based on the red shade from Kraton Yogyakarta.

The design itself consists of logo, icons, design elements, colors, as well as graphic standard manual and promotional items such as poster design, banner design, along with billboard design. They also designed for the merchandise, social media templates, and they released an application as well.

Figure 2.23. Jogja Istimewa Branding

Figure 2.24. Jogja Istimewa Social Media

Figure 2.25. Jogja Istimewa Sticker

Figure 2.26 Jogja Istimewa Poster Ads

Figure 2.27 Jogja Istimewa T-Shirt Design

Figure 2.28. Jogja Istimewa Car Ads

II.4.3.1. Successful Factors

● Cultural approach method ● Well-thought design concept ● Memorable name

II.4.3.2. Unsuccessful Factors

● Lack of socialization

II.4.4. Colorful Medan

The logotype of Colorful Medan is selected by Ministry of Tourism itself for their destination branding, and it represents Medan as a city that is rich in culture, nature attractions, modernization, culinary, and history. The logo component consists of two components, which are logogram and logotype, with the color combination that represents the characteristics of National Tourism of Indonesia, which is Wonderful Indonesia.

Figure 2.29. Colorful Medan Logo

Figure 2.30. Colorful Medan Pin

II.4.4.1. Successful Factors

● Unique logo ● Memorable name

II.4.4.2. Unsuccessful Factors

● Unclear design concept ● Lack of design promotion ● Lack of design implementation

II.4.5. Pontianak

The logo for Pontianak is selected through a design competition by Pontianak Digital Stream. The city branding has the concept of Pontianak as Kota Khatulistiwa or Equator City as its main identity. The design itself has the concept of history characteristics, culture, and creativity according to the designer, Fajiyusni. The chosen color is based on the dominant color in Pontianak, seen from the development, urban planning, and the nature. The city branding has been implemented in the design of bus rapid transit in Pontianak.

Figure 2.31. Pontianak Logo

Figure 2.32. Pontianak Social Media Template

Figure 2.32. Pontianak Design

II.4.5.1. Successful Factors

● Cultural approach method ● Creative logo concept

II.4.5.2. Unsuccessful Factors

● Unclear visual design ● Lack of promotion ● Lack of design implementation

II.5. Theoretical Framework

II.5.1. Concept

Figure 2.33. Concept Theoretical Framework

II.6. Research Statement

Karawang regency needs a strategic city branding to help them to compete in global circumstances, as well as to influence people to learn, visit, and invest in Karawang as regency with a lot of potentials. The writer will be focusing on Karawang's tourism aspects to promote Karawang Regency as a brand. In order for the city branding to be successful, a thorough research about the regency and the target market will be conducted to create a city branding that will attract more people to learn and visit Karawang.

CHAPTER III

METHODOLOGY

II.1. Design Research Theory

The problem of city branding requires a deep and thorough understanding and examination of real-life situations of the said city with various perspectives and influences. Qualitative method design seems to represent a fitting approach to the problem as an approach for understanding the meaning to a problem by collecting data in the participant’s setting. According to Creswell (2014, p. 4), the process itself involves questions and procedures, data collections, data analysis building from specific to general themes, and the researcher doing interpretations of the data.

III.2. Design Research Method

Based on the main visual theory, there are several things to generate and determine on the design concept and visual design execution, which in this point will be identified and described. According to Gnoth (2002), the features for place branding can be described through terms that usually refer to a personality which define qualities of services that support the experience. This means to determine a design concept, the designer has to find suitable terms that refer to the personality of specific place, to make tourists or visitors to experience the personality in the concept of the place. Following Go and Govers (2009), it would involve place branding initiatives, including a common brand identity with brand values, visuals, colours, fonts, tone-of-voice, logo and slogan.

For a good visual design execution, during the design development, there are several methods to help the designers to do it easily, which are mind mapping, storyboarding, or brainstorming to determine which visual design will be suitable

based on the previous research or concept. Dummy or mockup will also help the designers to select the visual design, before finally implementing the design.

III.2.1. Interview

According to Oppenheim (1966), research interviews have the purpose to obtain information of certain kinds. This information may be in the form of replies to questions, responses to attitudes, ideas and feelings, percepts and expectations, et cetera. There are two kinds of interviews, which are (1) exploratory interviews, such as for example: depth interviews, or free-style interviews (including group interviews), and (2) standardized interviews such as for example, public opinion polls, market research and government surveys.

The procedure of collecting data involves the creation of pre-survey questionnaires to help the writer to know about public’s general knowledge about Karawang Regency and to formulate the interview questions.

The writer gave out the questionnaires through internet for people to access, with the sample limitation of those who are keen to travel, male and female, age 14 until 50, who live mostly in Java area. After the writer analyzes the questionnaires result, the interview questions are created based on the information, as well as the informants for interview session.

The informants for interview are chosen based on their middle-class backgrounds that are suitable for the target user spectrum based on their allowance, their diverse domiciles and answers about the questionnaires. Quotes from Tempo Magazine, according to the Asian Development Bank, the middle- class is a social group that spends from Rp24,000-240,000 per day. The number of Indonesians estimated to fall within that range is 130 million, about 60 percent of the population. This number will increase by 8-9 million people every year. Then, the writer conducted interviews through e-mails of five target market samples, which include five profiles with different background.

III.3. Chart Flow

Diagram 3.1. Chart Flow

III.4. Scope and Limitation

This study is focusing on creating a fitting city branding for Karawang regency based on its tourism aspects by inserting history and culture aspects through the tourism field. The relevance of the research will be limited to mostly five to ten years of the branding implementation, while the relevance of the visual concept will be limited to the tourism aspects of Karawang regency.

Its branding design is created to represent Karawang regency as what it wants to be seen as by accentuating its tourism, in order for the target users to know and learn better about Karawang regency itself. The implementation of Karawang's branding will allow people to be curious and put more interest in regency through its branding design, therefore encouraging people to visit Karawang.

The scope area is the area of Karawang regency, and the research is based on the information that is written on the official website of Karawang regency, along with the data collection from the pre-survey questionnaire and the interviews.

III.5. Data Collection

III.5.1. Pre-Survey Questionnaire

A pre-survey in the form of questionnaires was spread to gain more general information about target users, where the writer formulates the interview questions from. Since the writer is focusing on execute the project mostly based on the target users’ perception, their opinions are needed for data collections.

There are fourteen questions (both open-ended and closed-ended) regarding city branding and Karawang Regency, and there are 120 people in total who have filled in the survey. The survey was done from October 17th, 2017 to October 30th, 2017.

Here are the answers from the data collections.

1. What is your age?

2. Where do you live?

3. How much is your average monthly expense?

4. Are you familiar with Karawang Regency?

5. Do you know where is Karawang Regency located?

6. If you have heard of Karawang Regency, what is the most memorable thing of Karawang Regency?

7. Do you know that Karawang has nature tourism attractions?

8. Do you know about history tourism attractions in Karawang?

9. Are you interested in visiting Karawang?

10. Are you familiar with city branding?

11. If yes, what do you think is the most interesting aspect of city branding to you?

12. If yes, does city branding make you want to visit said places?

13. What aspects that make you want to visit said places?

14. What kind of promotion that makes you want to visit said places?

III.5.2. Interview about Karawang Regency

Based on the questionnaire, the writer decided to do an in-depth interview to gain more knowledge and perception of the target user’s point of view. The writer picked five samples of five different profiles that will help to enlighten the project’s views based on their opinions and other consideration to achieve valid samples of different opinions. The similarity of these five samples is their interest to explore and travel with their family and/or friends.

The interview is done through e-mails to make it more simple and efficient because of the difference and complications of the schedules. With a proper greeting, after the writer has been given permission to proceed, the writer asks several main questions.

III.5.2.1. Informant Profiles F.W. (19) as a university student based in Surabaya has filled in the questionnaire regarding Karawang regency. Firstanta is known to have interests in long-distance travelling with her friends of family, mostly is interested in nature attractions and experiencing culture.

K. R. (21) as a university student based in Bandung has filled in the questionnaire regarding Karawang regency. Karima’s family, who consists of her parents, her, and her younger brother, is known to have interests in tourism and travelling. They most likely seek places that are family-friendly.

I. S. (21) as a university student based in Cikarang has filled in the questionnaire regarding Karawang regency. Intan’s family, who consists of her parents, her, her younger brother, and her younger sister, is known to have interests in tourism and travelling to explore new places. They most likely seek places that are family-friendly and have several cultural aspects to learn from.

D. P. (38) as a bank employee based in Tangerang has filled in the questionnaire regarding Karawang regency. Danny who happens to have a family consist of him, his wife, and two daughters, is known to have interests in tourism and travelling. They most likely seek places that are family-friendly.

R. P. (29) as an event organizer based in Jakarta has filled in the questionnaire regarding Karawang regency. Reza who happens to have a family consist of him and his wife is known to have interests in tourism and travelling. They most likely seek places that allow them to explore the culture and various experiences.

III.5.2.2. Questions The questions are created based on the result analysis of the pre-survey questionnaires. Through interview sessions by e-mail, interviewees answered the questions from below.

● What do you know about Karawang, and where do you get the information?

● What kind of things do you usually hear about Karawang? ● What do you think are interesting aspects of Karawang? ● What aspects that need to be highlighted and developed in Karawang that can spark others' interest? ● What do you think of tourist attractions in Karawang? ● What do you think about the promotion and socialization about tourist attractions (especially nature and historical) in Karawang? ● What do you think are the aspects of tourist attractions that make them interesting to visit? What kind of design promotion that will support said aspect? ● What kind of city or tourist attractions in Java area that is interesting enough for you to want to visit? Why? ● What aspects that make you want to visit a place or a city, other than the landscape or recreation, like example food, etc? ● What do you expect from Karawang and its city branding in the future?

III.5.2.3. Interview Data

Time Interviewees Result Interviewee knows about Karawang as industrial city from her friends. Interviewee doesn't know much information about nature and historical attractions in Karawang because she doesn't live near Karawang. According to interviewee, compared December 13, 2017 F.W. to other nature and historical tourist attractions in Java area, the information of tourist attractions in Karawang is still deficient, since not many people have known about it. Various facilities and beautiful landscape views can be two main factors as to why a tourist attraction can be viral and famous.

Interviewee likes design promotion without too many words, where it shows more pictures of photos of the places to show their beauty. Yogyakarta and Bandung are the places the interviewee wants to visit, because they have many tourist attractions, nature or not, that she hasn't visited yet. The interviewee expects the place she visits to be worthy, to have something special going on there, and whether or not she has desires to go back and visit it again or not. The interviewee hopes for an intense promotion strategy for the city branding in Karawang, so those who know about the tourist attractions are not only Karawang's citizen or its surrounding, but also people from other provinces or even islands, to know about tourist attractions in Karawang. Interviewee knows about Karawang from her friends. Interviewees know Karawang from its tourist attractions, such as beaches and waterfalls, and local specialties, such as plait, and local dance. The achievement from he students who have been awarded in various competitions, such as angklung and tepak kendang. Interviewee doesn't know much December 13, 2017 K.R. information about nature and historical attractions in Karawang because of the lackness of information spreading. Interviewee prefers design that can show the real illustrations, let it be pictures or even realistic drawings, of said places, and to highlight the strength and beauty of said places. The ambience of the place, as well as the facilities that support the place, such as transportation and recreational

activities are aspects that make interviewee wants to visit a place. In general, the interviewee expects Karawang city branding to be designed creatively and nicely to attract public to visit Karawang in near future, in tourism or achievement factors. Interviewee knows about Karawang from mouth-to-mouth, and news from internet or social media. According to the interviewee, the interesting thing of Karawang is its nature attractions. It turned out that Karawang has several tourist attractions, such as beaches and lakes, but most people who live not far from Karawang don’t even know about them. Interviewee doesn't know much information about nature and historical attractions in Karawang because there is not enough intense and thorough socialization, and the promotion is also not enough and not interesting at all.

December 16, 2017 I.S. To promote the city, they have to strengthen the city branding and the promotion, through internet for easier access and information spreading system. According to the interviewee, the suitable design and promotion for Karawang city branding is proper design for city branding, and promotion or advertisement such as profile video, or a guidebook, just to make people know and be more aware of Karawang in general. In general, the interviewee expects Karawang city branding to be more modern, like a modern city concept, because Karawang is more known as a industrial city now, and they have been developing more commercial area and/or modern residence, without

setting cultural values aside. Interviewee knows about Karawang from the news and a few friends or co- workers. According to interviewee, Karawang offers a lot of diverse attractions, from tourist attractions, culinary, and even the forms of art. According to interviewee, aspects that need to be developed and highlighted in Karawang are the things that makes people want to try them, like local art or culinary itself. According to interviewee, the promotion and the socialization don’t do justice to the Karawang's tourism field. It’s probably because of the economic problem, but actually if they put more hard work in promoting their tourism field, it’d be a good thing to their economy rates. Interviewee likes design that shows December 13, 2017 D.P. the true image of the place, something with pictures and will catch attention, preferably colorful. Also representing the places well. The things interviewee expects from places he visits are them to be worth of time and money. Probably the facilities, or the experience itself. The interviewee hopes the city branding will help Karawang to develop more as a city, and that it’ll represent Karawang well, and it hopes to help with the tourism aspects to, so people will visit Karawang more. Interviewee knows about Karawang's achievements as an agricultural and an industrial city from the news, and its tourist attractions. December 14, 2017 R.P. According to interviewee, Karawang has various tourist attractions, and it’s not only limited to their nature attractions but also historical, since a lot of things actually happened in

Karawang. Interviewee knows about nature and historical tourist attractions in Karawang and find them interesting, even though they aren't very well- known because there isn't any significant/specific promotion and/or socialization regarding tourist attractions. Interviewee prefers design promotion with something that pops up, something that makes people want to look once, or twice. Pictures of the tourist attractions will help a lot, in order for people to see the beauty of the places. The way they promoted a place and the local food are important aspects that make the interviewee wants to visit a place. The interviewee expects the city branding for Karawang will be able to showcase the images and nature of Karawang, and resulting in more people to know more about Karawang.

Table 3.1. Users Interviews

III.5.3. Picture Banks of Karawang Regency

● Government Logo

Figure 3.1. Karawang Government Logo

● Karawang Regency

Figure 3.2. Karawang Regency

Figure 3.3. Karawang Regency

Figure 3.4. Karawang Regency

Figure 3.5. Karawang Regency

Figure 3.6. Karawang Regency

Figure 3.7. Karawang Regency

● Karawang Website

Figure 3.8. Karawang Regency Website

Figure 3.9. Karawang Regency Website

 Performance Arts

Figure 3.10. Karawang Performance Arts

Figure 3.11. Karawang Performance Arts

Figure 3.12. Karawang Performance Arts

Figure 3.13. Karawang Performance Arts

Figure 3.14. Karawang Performance Arts

Figure 3.15. Karawang Performance Arts

Figure 3.16. Karawang Performance Arts

Figure 3.17. Karawang Performance Arts

Figure 3.18. Karawang Performance Arts

III.6. Data Analysis

III.6.1. Pre-Survey Questionnaire

The result of questionnaire shows the total of 120 responders to be an average age of 21, and most of them are residing in Jabodetabek area, with an average monthly expense of Rp 1,000,000 – Rp 3,000,000 for 48.3% of respondents. Though most of them admitted that they have heard of Karawang (57.5% of respondents admit of being familiar with Karawang and 60% of respondents admit of knowing the locations of Karawang).

Though, despite knowing about Karawang in general, 85% of respondents don’t know about the existence about nature attractions in Karawang, while 88.3% of them admit to not know about the existence of Karawang’s historical attractions. There are a few possible reasons as to why their knowledge of Karawang is only limited, and it’s mostly because the lack of promotions and spreading news about the tourist attractions. Even so, there are still 65% of the respondents who admit to have interests in visiting Karawang.

Despite of being recognized as agricultural city, 49.6% of the respondents admit to know Karawang as an industrial city. This shows how the public perception of Karawang has changed, mostly because of Karawang has been developing its industrial field rather than agricultural, as it can be shown in their potential data from Karawang Government Official Website.

Regarding city branding, 74.2% of respondents admit to be familiar with city branding. Out of 106 respondents picked factors that make city branding interesting to me, and there are 55 votes for illustration design, 51 votes for picture choices, and 49 votes for design elements. There are also 107 respondents who admit that city branding helps them to grow interest in said city. This shows the type of design that are preferred by public’s choices, while they also chose for the preferred promotion, which is social media who was chosen by 38.8% of respondents, following by picture choices with 25%.

III.6.2. Interview about Karawang Regency

According to the answers from five interviewees, there are several closures that can be concluded. The interview sessions were done to find the reasons as to why the public are not aware of the existence of natural and historical tourist attractions, despite of them knowing about Karawang in general.

Based on their answers, one of the main reasons that the tourist attractions in karawang are not well-known is because the lack of promotions and socializations. It’s most likely because the government does not have any

promoting strategies due to their economy condition, as stated in Karawang Government Official Website.

The interviews also mentioned about the things that should be highlighted from Karawang’s promotion itself, which mostly is regarding tourist attractions and its culture, such as culinary, performance arts, and fine arts. They also mentioned about design promotion that would support the interesting aspects, such as modern design, interesting pictures choice, and the media that can be used.

Other than the promotion of city branding, the interviewees also expect for the city to have good facilities to help them experiencing things better. Other than the promotion itself, what the places can offer through facilities is another important factor that will increase tourists’ interest in visiting said place, just like what some of the interviewees mentioned about their favorite destinations and their reasons why.

III.7. Research Outcome

1. Public awareness of Karawang regency is limited to general knowledge. Public don’t know about the existence of tourist attractions in Karawang because of the lack of promotions and socializations. 2. City branding plays an important role in promoting for tourism field and it helps people to have more interest in the place in general. 3. Public prefers design promotion through social media, with proper design illustration and/or picture choices as the main design concept. 4. Therefore, following the theories, the writer has chosen five different design outputs, which are graphic standard manual, banner, poster, brochure, and social media template. 5. The writer will use colors that represent the Karawang culture based on its performance arts.

CHAPTER IV

PROJECT DEVELOPMENT & RESULT

IV.1. Proposed Design Solution

Based on previous research about design theories, the writer analyzes and visualizes the suitable design solution for the project, considering its relevance to the problems of Karawang regency based on the data. To raise brand awareness and to implement branding image, the design for city branding has to consist of logo, tagline, graphic elements (shapes, patterns, colors) based on its visual directions and the design has to be implemented across different media. Media chosen is based on public's choices and tastes based on the survey.

Graphic standard manual is created for the branding to be implemented well no matter who is in charge of the design. As for poster. banner, and brochure, those are expected to help promoting Karawang Regency in general, while social media templates are created for online promotion.

IV.1.1. Color

The colors that will be used for the city branding of Karawang Regency are based on the colors that can be found in Sundanese culture and Karawang's nature, which are shades of yellow, red, green, and blue, but the shades with more uniqueness are chosen to represent the colors of Karawang Regency itself.

Figure 4.1. Color Palette

The chosen color palette is mostly inspired from the colors of Jaipong’s dancer costume, bringing in the cultural aspect of one of the Karawang’s most famous performance arts into the design by the choices of colors. From the pictures of Jaipong dancers in the Picture Banks of Karawang Regency section, it shows the colorful choices of dance costumes, therefore the writer chooses various shades of colors to represent the performance art.

IV.1.2. Typography

Typography selected for this project is based on readability and flexibility of the typeface. The typeface must be easily implemented and adaptable on various media, therefore Brandon Grotesque and Gotham Rounded are selected to be the main typeface for this project, where they will be used mostly for main title and headline, while Lato will be used for normal paragraph text.

Figure 4.2. Brandon Grotesque Family

Figure 4.3. Gotham Rounded Family

Figure 4.4. Lato Family

IV.1.3. Shape

The shape that is considered to be suitable for this project is rounded rectangle. Even though the logo is created in rectangle shape, but the fluidity of the rounded corners of each strokes are selected to show dynamism and friendliness of the design.

Figure 4.5. Shapes

IV.1.4. Layout Grid

The creation of layout for Graphic Standard Manual book needs the guide of grids, and the column grid is used for the layout itself to help the writer designs better for the book. The column grid itself is used often for books for its good readability, therefore the writer chose this grid to use it for the book.

Figure 4.6. Layout Grid

IV.2. Significance of Project

This project is in need to give contribution into two parts, which are economical and non-economical significance.

 For economical significance, this project is expected to help other people to be aware of Karawang regency as both brand and place, and to give more chances and opportunities for Karawang regency through graphic design, visual design, and city branding. It hopefully will help Karawang to be known more for tourists to visit Karawang and for investors to invest more in Karawang as regency.

 For non-economical significance, the writer hopes this project can be considered as positive contribution in the visual design studies, especially in city branding.

IV.3. Design Execution

IV.3.1. Preparation

IV.3.1.1. Mind Map

After collecting and analyzing the data research about Karawang regency, the writer creates mind map related about Karawang regency, to show and to highlight the important aspects that are relevant to the study according to collected

theories and data. The mind map consists of five main categories, which are Subject, Culture, Potential, Tourism, and Values. Then, the writer elaborates main categories to new keywords that are related to main categories. Through this mind mapping process, five keywords that are most fitting to the concept of Karawang regency are chosen. These three keywords are Cultural, Refreshing, and Inspiration.

Figure 4.7. Mind Map

IV.3.1.2. Moodboard

To determine the visual direction in the works of city branding for Karawang regency, the writer creates mood boards that contain the graphic elements for this project, visual references, techniques, mood, possible media, et cetera. The graphic elements are selected to fit the image and mood according to the data

selected of Karawang regency. Moodboards are expected to help the writer in processing and executing the design.

Below are the moodboards of city branding for Karawang regency.

 Design Moodboard

Moodboard for this design gives an ambience of friendly, natural, and yet colorful feels in concept design.

Figure 4.8. Design Moodboard

 Reference Moodboard

References that are selected are all interesting, fun, and colorful branding that have succeeded to get their target market's attentions, and they also fit to this project's concept, therefore these references are chosen.

Figure 4.9. Reference Moodboard

IV.3.1.3. Brainstorming

Brainstorming process is done with a purpose of getting a general idea to decide the visual logo and core for the project. Through previous keywords, the writer reviews and visualizes them into rough sketches of logo and design elements.

IV.3.2. Design Process

IV.3.2.1. Logo

The logo creation process starts from the sketch of the logo picture. The visualization and idea of the logo are based on the mind map, moodboard, and references stated. After the sketch has been done, the writer continues to take digital approach for the logo using Adobe Illustrator program.

The creation of Karawang logo is done with several revisions before finally end up with the selected logo. The selected logo will represent the project as a whole city branding design. The chosen visualization shows Karawang in a clean

and modern concept, with some modification in ‘K’ to show Karawang as a dome that will accept guests and embrace them in open arms in a friendly manner.

The logo will have four different color variations due to the colorful concepts, where it will be implemented on various media and design according to the guidelines. a. Logo Design Sketch

Figure 4.10. Sketch Logo

Figure 4.11. Sketch Logo

b. Digital Sketch Process The process of digitalization begins with creating shape of the alphabet to be the ‘K’ part of the logotype, as a symbol of open arms for friendliness and sprouting growth, representing the concept of hospitality and development of Karawang as a regency.

Figure 4.12. Logo Digitalization

After determining the height of the logotype, the rest of the logo is created with the addition of tagline for the city branding. The font for the logo is modified a bit to give more identity and personality to the logo.

Figure 4.13. Logo Digitalization

Figure 4.14. Logo Digitalization

c. Design Finalization By implementing the selected colors on the alternative logos, the colorful concept of the color scheme can be seen, showing the versatility of the design.

Figure 4.15. Sketch Logo

Figure 4.16. Sketch Logo

Figure 4.17. Sketch Logo

IV.3.2.2. Graphic Elements

Graphic elements for this project are created from the visualization of alphabet 'K', as it is the main core of the concept design. 'K' in the logo represents Karawang as having open arms to embrace and welcome every guest, as well as a dome of hospitality that will create a safe and pleasant experience.

Figure 4.18. Digital Logo

The initial shape, which is 'K' shape of the logo, is taken out and is modified to create the exact shape below, representing Karawang as the rice plant that roots deep into the soil, and still represents the open arm and the dome from the original idea.

Figure 4.19. Graphic Elements

The modified design can be easily explored to create various shape of design according to the suitable media and the fitting ambience, as well as layout and positioning. Below is the example of various shapes, created by rotation and reflection.

Figure 4.20. Graphic Elements

IV.3.2.3. Graphic Standard Manual

Graphic Standard Manual is created in a simple and clean layout to show professional and minimalist approach, and to make it easy for the readers and the designers to understand about the guidelines. In addition of digital version, the printed version of the book will be printed in HVS paper and will be binded in soft cover in the size of A4 paper. a. Structure The design process of graphic standard manual begins by lay outing the structure of design and information that will be shown. Every chapter will consist of information and specific design of city branding for Karawang Regency. The first chapter is Introduction, and it consists of several general information of Karawang. The next chapter refers to the design and the elaboration of logo and identity, which consists of logo component, brand mark, logo structure, rules of implementation and application. The next chapter is regarding visual components, which consists of colors, typography, super graphic, and other supporting visual. The last chapter is about stationary and application of the design. b. Design Process

Layout plays an important role in designing for graphic standard manual for this project. To show the professional side of Karawang regency, the writer chooses to settle with clean and minimalist layout, in order for the design to be more highlighted and shown.

 Manual Sketch

Figure 4.21. GSM Sketch

 Digital

Figure 4.22. GSM Layouting

After establishing the basic layout, the writer continues to the next step which is to design by positioning the elements on art board, and it is important to show that consistency is key.

Figure 4.23. GSM Layouting

Figure 4.24. GSM Layouting

IV.3.2.4. Poster

The creation for poster design is based on previous theories that have been mentioned in chapter two. With different pictures as the background, the poster will be designed with color gradation, graphic element, and fitting layout that is focused on the balance of the poster. The poster will have information about the picture used in the design as an explanation to learn more about places or culture in Karawang. With the size poster of A3, it is expected for people to be able to see the information on the poster easily. a. Manual Sketch

Figure 4.25. Poster Sketch b. Digital

Figure 4.26. Poster Digitalization

IV.3.2.5. Banner

With similar layout from poster design to show unity and consistency of branding design, the creation of banner is almost similar to the creation of the poster. Focusing on the balance and the pictures used for the design, the banner will show the information of the pictures as well. With the size of 1,6 m x 0,6 m, the banner is expected to promote Karawang to the public within close proximity. a. Manual Sketch

Figure 4.27. Banner Sketch b. Digital

Figure 4.28. Banner DIgitalization

IV.3.2.6. Brochure

The design for the brochure is developed from the layout and the concept of poster design and banner design. With the similar layout that is focusing on balance and shown pictures, the brochure will consist of short information about Karawang's history, culture, and tourist attractions. It is expected that the brochure will be spread with no difficulty so public will know about Karawang better. a. Manual Sketch

Figure 4.29. Brochure Sketch b. Digital

Figure 4.30. Brochure Digitalization

IV.3.2.7. Social Media Template

The template creation of social media platforms is easier than the creation of other media since the layout and design elements have been selected and only a slight change is needed to create templates for Instagram posts and possible digital banner advertisements. Following the target market, the online promotion will be done regularly and diligently, using the pictures and information about Karawang itself. a. Manual Sketch

Figure 4.31. Social Media Template Sketch b. Digital

Figure 4.32. Social Media Template Digitalization

IV.3.3. Design Outcome

IV.3.3.1. Logo

● Version One ○ Full Gradation

Figure 4.33. Final Logo Karawang Regency

○ Flat Color

Figure 4.34. Final Logo Karawang Regency

● Green Version ○ Full Gradation

Figure 4.35. Final Logo Karawang Regency

○ Flat Color

Figure 4.36. Final Logo Karawang Regency

● Red Version ○ Full Gradation

Figure 4.37. Final Logo Karawang Regency

○ Flat Color

Figure 4.38. Final Logo Karawang Regency

● Monochrome Version ○ Black

Figure 4.39. Final Logo Karawang Regency

○ White

Figure 4.40. Final Logo Karawang Regency

IV.3.3.3. Graphic Standard Manual

Figure 4.41. Graphic Standard Manual Karawang Regency

Figure 4.42. Graphic Standard Manual Karawang Regency

Figure 4.43. Graphic Standard Manual Karawang Regency

Figure 4.44. Graphic Standard Manual Karawang Regency

Figure 4.45. Graphic Standard Manual Karawang Regency

Figure 4.46. Graphic Standard Manual Karawang Regency

IV.3.3.4. Media Applications

IV.3.3.4.1. Promotions ○ Poster

Figure 4.47. Final Poster Karawang Regency

Figure 4.48. Final Poster Karawang Regency

○ Banner

Figure 4.49. Final Banner Karawang Regency

○ Brochure

Figure 4.50. Final Brochure Karawang Regency

○ Social Media Templates

Figure 4.51. Final Social Media Templates Karawang Regency

Figure 4.52. Final Social Media Templates Karawang Regency

IV.3.3.4.2. Collaterals

○ Business Card

Figure 4.53. Business Card Karawang Regency

○ Envelope & Letterhead

Figure 4.54. Envelope & Letterhead Karawang Regency

○ Mug

Figure 4.55. Mug Karawang Regency

○ T-shirt

Figure 4.56. T-shirt Karawang Regency

IV.4. Financial Statement

Here is the detailed review of design budgeting for city branding of Karawang regency.

Unit Price Total No Media Specification Amount (Rp) (Rp)

Graphic A4 1 Standard 4 200.000,00 800.000,00 42 pages Manual

A3 2 Poster A3 Art Paper 4 10,000,00 40.000,00 120gsm

3 Brochure 4 5.000,00 20.000,00

4 Banner 1,6 x 0,6 m 2 150.000,00 300.000,00

5,5 x 8 cm 5 Business Card Art Carton 4 4.000,00 16.000,00 200gsm

6 Envelope 4 3.000,00 12.000,00

7 Letterhead 4 3.000,00 12.000,00

8 Mug 1 40.000,00 40.000,00

9 T-Shirt 1 60.000,00 60.000,00

10 Designer Fee 8.000.000,00 8.000.000,00

TOTAL 9.300.000,00

Table 4.1. Financial Statement

IV.5. User Testing

IV.5.1. Method Approach

The writer will be using qualitative method by interviewing three users from target market scheme to know whether the city branding design for Karawang regency is interesting enough to attract them and whether it makes them want to know more about Karawang or visit Karawang through the design. According (Rubin and Chisnell, 2008), the following factors can be used to determine the usability of design product. The first one is efficiency which means quickness in a measure of time which the user's goal can be accomplished. The second one is effectiveness which means the extent of that product behaving in the way that users expect it to. Next, learn ability, which happens to be a part of effectiveness, is connected to the user's ability to learn the system. And the last one is satisfaction, which means the user's feelings, perceptions, and opinions of the product.

IV.5.2. Data Collection

The writer conducted interview sessions with three possible users regarding the design of city branding for Karawang to determine the usability by efficiency (shown in column 1), effectiveness (shown in column 2), learn ability (shown in column 3), and satisfaction (shown in column 4) of the design. The writer shows the final design of logo, poster, banner, brochure, social media template, as well as the merchandise and asks about the opinion and recommendation from the users.

 User I

Usability Factors Design Opinion Recommendation 1 2 3 4 The logo is simple and minimalist, it Logo suits the modern - v v v v concept of city branding nowadays. The poster is popped out, the color makes it Poster - v v very easy to spot and the pictures used are good too. The layout is kind of similar to the poster so it’s kind Banner - v v of boring, maybe the design should be different. The brochure The brochure isn’t should be really interesting, designed more but it seems to Brochure creatively so v have enough people want to space for see and keep the information. brochure. The templates are Other than colorful and instagram post, Social Media simple, it’s easy maybe create for v v v v Template to read but other social media attractive enough platforms, such as to look at. Facebook, etc? Release more design for various Merchandise’s merchandise, such design is simple as stickers, Merchandise v v v v and modern and keychains, or fits the concept. maybe something from Karawang’s culture. The design is good enough for me, personally, to be curious about Karawang and want to know about it better, though it hasn’t had any Conclusion effect on whether I want to visit Karawang or not, even though the pictures do attract me quite a bit.

Table 4.2. User Testing

 User II

Usability Factors Design Opinion Recommendation 1 2 3 4 The logo looks very clean and Logo simple; it looks - v v v v good on various media. The color for the Maybe use better poster design is pictures that show very bright, but it Karawang’s Poster looks okay since culture, such as its v v v it’s supposed to art and culinary steal your too, instead of attention. only the places. The banner isn’t It looks kind of really attractive to like poster design, look at, maybe Banner and the pictures v v use different aren’t really layout and appealing. approach. More pictures and information should be added The brochure in the brochure Brochure looks simple with v for people to the similar layout. know more about Karawang even in general. The templates look good on the Social Media screen and they - v v v Template look decent and good too to share online. The merchandise design looks clean Merchandise - v v v and simple, and good.

Conclusion Despite the good design concept and chosen media, I think the implementation for the design should be done in different strategy. The

design is good, but it doesn’t really make me have any intentions to go and visit Karawang. Table 4.3. User Testing

 User III

Usability Factors Design Opinion Recommendation 1 2 3 4 Even though the logo looks basic and simple, it still looks modern and Logo - v v v v clean, so it fits for professional matter of Karawang. The use of color gradation makes it good for the Poster poster since it - v v v makes people to see at the poster easily. Banner should be The banner design shown on looks simple and crowded place, Banner v similar to the and maybe use poster. more attractive pictures. Brochures should be created more creatively since The simplicity of people barely get the brochure interested with looks nice, but it brochure, and one Brochure v doesn’t make me way to make want to read, let people want to alone keep it. take the brochure is to do a very cute and/or creative design. The use of social Social Media media templates - v v v Template is good, remembering

people know more about things through internet, and the templates can fit enough pictures and information too. Merchandise looks good and Merchandise - v v v v professional for the design. The design does attract me to learn more about Karawang, especially the social media template. Even though it looks simple, but the pictures Conclusion can be shown properly to attract people to visit Karawang. The other designs, especially the poster, help to represent Karawang as a colorful city too. Table 4.4. User Testing

IV.5.3. Data Analysis

The writer comes up with branding design based on the analysis result of data collections, which determines mood, ambience, image, style, and elements of the design. The city branding aspects that help in the design are mostly logo, tagline, typography, visualization, and the media implementation. In this digitalization era, the writer decides to put effort in online promotion as a branding strategy, resulting in the creation of social media templates.

To show the friendliness and welcoming image of Karawang Regency, the writer uses bright colors and typefaces with good readability to gain more public interest. The most important thing is to show the representation of Karawang Regency in the branding design by using the pictures or general information of Karawang Regency, which is implemented in most of the design outcomes as well.

The usability of design is determined from four factors, which most of them feel satisfied with, though there are several points regarding effectiveness of particular design that is not very successful in promoting Karawang regency, which is mostly about the implementation of banner and brochure design. The

approval of social media template design and promotion proves how public really chooses online promotion in today’s age.

Based on the responses of the users, the writer concludes that the concept design is enough to develop at least curiosity for them to know about Karawang by stimulating their visual with bright colors and representation pictures of Karawang itself, in this case is the pictures of the tourism attractions. Though the interviewees’ responses are positive, it is still not enough to make them want to visit Karawang and experience its culture and tourist attractions.

There are several things to improve in the branding design which are the copywriting for the information, the brochure and banner layout, more picture choices, innovative design concepts, and the strategy for further design implementation to attract public more, such as billboard, video advertisement, and website.

CHAPTER V

CONCLUSION AND RECOMMENDATION

V.1. Conclusion

Karawang, being developing regency that is known for its industrial and agricultural field, has a lot of potential according to the local government, investors, and general public. The writer hopes to help Karawang to achieve more popularity and recognition from a lot of communities, and city branding is known to be one of successful strategy for the promotion according to the experts. The writer achieves this result through the process of creating the city branding based on research and analysis.

The process of designing the city branding for Karawang regency includes researching and analyzing about Karawang's history, culture, tourist attractions, and other possible potential, and in addition, the research about the city branding and its components, along with positioning, communication, and design research. The writer proceeds to analyze the competitors and the target market, determine the image and concept for the city brand, before continue to visualize all ideas and design concepts.

The design is expected to help Karawang as developing regency to present itself to the public as a tourist destination, also as friendly and welcoming regency in general, by representing Karawang in the city branding design. It is hoped to help people know more about Karawang to visit and experience a lot of places and things in the regency, such as its tourist attractions, culture, arts, culinary, or simply its history, with the creation of this city branding design project and its design implementation. Other than to gain recognition, it is also hoped to help the government in economical aspect, by helping to promote the regency and gain benefit for the further development of the regency.

The writer also conducted user testing for the design by qualitative method, where the writer had an interview session with three samples of the target user. The user testing determines that the sample users mostly think of the design as suitable, though there are several points regarding effectiveness of particular design that is not very successful in promoting Karawang Regency, such as the brochure and banner design. The design in general helps them to develop more curiosity about Karawang, though not necessarily help them to develop interest to visit the regency.

V.2. Recommendation

With the limited production of city branding for Karawang regency due to limited funds and times and based on analysis of user testing, there are several recommendations that can help city branding strategy to be developed in the right approach in order to achieve its design purpose.

1. Analyze and determine a better approach for design implementation strategy to attract more people to know and visit Karawang through design promotion.

2. Work together with various public communities through social campaigns and media promotions to obtain more recognition and popularity.

3. Create user-friendly website with attractive design concepts and update every media platform regularly.

4. Create user centered mobile applications for people to get information about Karawang (including its places, routes, prices, and other helpful information for tourists) easily.

5. Create better design implementation of brochure and banner design for the city branding, along with other possible promotional media.

6. Use various pictures of not only tourist destination in Karawang, but also the culture in the form of fine arts, performance arts, culinary, and the events in Karawang.

V.3. Limitation and Future Plan

This thesis is limited to creation of city branding for Karawang regency in the form of its logo, poster, banner, brochure, social media templates, and several kinds of merchandise based on the selected concept that will represent Karawang regency to the public.

Future plan for this project includes the further implementation and good usage of the strategy to promote Karawang in general by doing regular updates and promotions for the regency, and to monitor the strategy to spread awareness and perceived loyalty from the potential users.

REFERENCES

Aaker, D. A. (2009). Managing Brand Equity. New York City: Simon and Schuster.

Airey, D. (2009). Logo Design Love: A Guide to Creating Iconic Brand Identities. California: New Riders Publishing.

Anholt, S. (2007). Competitive Identity: The New Brand Management for Nations, Cities and Regions. Berlin: Springer.

Alexander, H. B. (2016, June 20). Ini Penyebab Harga Properti di Karawang Tembus Miliaran Rupiah. Kompas. Retrieved November 9, 2017, from http://properti.kompas.com/

Arntson, A. (2011). Graphic Design Basics. Boston: Cengage Learning.

Ashworth, G., & Kavaratzis, M., & Warnaby, G. (2014). Rethinking Place Branding: Comprehensive Brand Development for Cities and Regions. Berlin: Springer.

Awaludin, L. (2017, December 5). Bukan Cuma Goyangan, Karawang Juga Punya Pantai Hits. detikTravel. Retrieved January 13, 2017, from https://travel.detik.com/

Brace, I. (2008). Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research. London: Kogan Page Publishers.

Chernatony, L., & Riley, F. (2010). Defining A "Brand": Beyond the Literature With Experts' Interpretations. Journal of Marketing Management, 14, 417- 443.

Chisnell, D., & Rubin, J. (2008). Handbook of Usability Testing: How to Plan, Design, and Conduct Effective Tests. New York City: Wiley.

Creswell, J. (2014). Research Design. London: SAGE Publications.

Davis, M., & Baldwin, J. (2005). More than a Name: An introduction to branding. United Kingdom: AVA Publishing.

Dinnie, K. (2010). City Branding: Theory and Cases. United Kingdom: Palgrave Macmillan UK.

Elliot, A., & Friedman, R., & Maier, M., &Meinhardt, J., & Moller, A. Color and Psychological Functioning: The Effect of Red on Performance Attainment. Journal of Experimental Psychology, 136, 154 –168.

Farhan, Farida. (2017, December 29). Asal Muasal Jembatan Enceng yang "Instagramable" di Karawang. Kompas. Retrieved January 28, 2017, from http://regional.kompas.com/

Go, F., & Govers, R. (2004). Cultural identities constructed, imagined and experienced: a 3-gap tourism destination image model. Tourism (Zagreb), 52, 165-182.

Go, F., & Govers, R. (2009). Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced. United Kingdom: Palgrave Macmillan.

Graf1x. (n.d.). Color Meaning and Psychology of Red, Yellow, Orange, Pink, Blue, Green and Violet colors. Retrieved November 8, 2017, from https://graf1x.com/color-psychology-emotion-meaning-poster/

Hair, J. F., & Lamb, C. W., & McDaniel, C.D. (2003). Marketing. Beijing: Peking University Press.

Hartono, Y. (2014). Perancangan Komunikasi Visual Identitas Visual Kabupaten Karawang Sebagai Kota Padi.Bachelor of Arts in Visual Communication Design at Binus University.

Holtzschue, L. (2006). Understanding Color: An Introduction for Designers. United States of America: Wiley.

Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. The Journal of Brand Management, 9, 249-261.

Kurniawan. (2014, August 3). The Importance of Halal Products. Tempo Magazine, 46-47.

Landa, R. (2006). Graphic Design Solutions. Connecticut: Thomson Publication.

Moilanen, T. & Rainisto, S. (2009). How to Brand Nations, Cities, and Destinations. United Kingdom: Palgrace Macmillan UK.

Muller-Brockmann, J. (1996). Grid Systems in Graphic Design. Germany: Niggli.

Neumeier, M. (2007). Zag: The Number-one Strategy of High-performance Brands : a Whiteboard Overview. United States of America: AIGA.

Oppenheim, A. N. (2000). Questionnaire Design, Interviewing and Attitude Measurement. London: Bloomsbury Academic.

Rustan, S. (2009). Mendesain Logo. Jakarta: PT Gramedia. PustakaUtama.

Pemerintah Kabupaten Karawang. (n.d.). Situs Resmi Pemerintah Kabupaten Karawang. Retrieved November 9, 2017. http://www.karawangkab.go.id

Samara, T. (2002). Making and Breaking the Grid. Massachusetts: Rockpot Publishers.

Solomon, M. (1994). The Art of Typography: An Introduction to Typo-icon- ography. United States of America: Art Direction Book Company.

Sundapura, A. R. (2016). Membongkar Sejarah Karawang. Karawang: Lembaga Kajian Budaya Sundapura Karawang.

Turner, L. & West, R. (2009). Introducing Communication Theory: Analysis and Application. New York: McGraw-Hill.

Visible Logic. (2010). 8 Essential Elements to a Comprehensive Brand Identity. Retrieved October 20, 2017, from https://www.visiblelogic.com/blog/8- essential-elements-to-a-comprehensive-brand-identity/

Wheeler, Alina. (2009). Designing Brand Identity. (3rd edition). United States of America: John Wiley & Sons, Inc.

Winfield-Pfefferkorn, J. (2005). The Branding of City: Exploring City Branding and the Importance of Brand Image. Master of Arts in Advertising Design at the Graduate School of Syracuse University.

APPENDICES

I. Transcript of Interview Session

Interviewee: F

Date: December, 13th 2017

Interviewer (I)

F (F)

I: First of all, I'd like to thank you for agreeing to be interviewed for this project. Let's just start from the first question. What do you know about Karawang, and where do you get the information? F: Karawang is a city in West Java, located not very far from Bekasi and Cikarang. Since I haven't visited Karawang yet, I don't know much about it, and I got the information from my friends and my own experience. I: What kind of things do you usually hear about Karawang? F: I don’t know much about Karawang yet, but I am familiar with it being an industrial city. I: What do you think are interesting aspects of Karawang? F: Since I haven't visited Karawang directly, I can't write many things. But according to things I've read before, Karawang has a few of nature attractions related to nautical, such as beach or waterfall, and historical attractions such as temple, and it can be appealing to others because not many places in Indonesia has both nature and historical attractions. I: What aspects that need to be highlighted and developed in Karawang that can spark others' interest? F: Actually, a few of nature attractions in Karawang can be highlighted as a symbol of Karawang to attract people to visit. I: Do you know about nature tourist attractions in Karawang? F: No, I don’t know exactly about them. I: Supposedly, what do you think is the reason you have never heard of them?

F: It’s probably because I don’t live near Karawang, so I never know much about it. I: Do you know about historical tourist attractions in Karawang? F: No. I: Again, what do you think is the reason? F: Again, it’s because I don’t live near Karawang. I: Do you think that tourist attractions in Karawang are interesting and known? F: I have read and done research about the tourist attractions before, and I think they are very interesting, but unfortunately not known enough to public. I: What do you think about the promotion and socialization about tourist attractions (especially nature and historical) in Karawang? F: Compared to other nature and historical tourist attractions in Java area, it is still deficient, since not many people have known about it, like me, for example. I: What do you think are the aspects of tourist attractions that make them interesting to visit? F: Various facilities, or beautiful landscape views, they can be two main factors as to why a tourist attraction can be viral and famous. I: Then, what kind of design promotion that will support said aspect? F: Personally, I like design promotion without too many words, where it shows more pictures of photos of the places to show their beauty. I: What kind of city or tourist attractions in Java area that is interesting enough for you to want to visit? Why? F: Yogyakarta and Bandung, because I have visited there and to me, they have many tourist attractions, nature or not, that I haven't visited yet. I: What aspects that make you want to visit a place or a city, other than the landscape or recreation, like example food, etc? F: Food, that is unique and pocket-friendly, because most tourist attractions sell food with expensive price. Other than that, I think good facilities or innovation regarding facilities also become a consideration. I: Can you elaborate more on the facilities? And the innovation?

F: It’s basically what the tourist attractions can offer, such as free food before entrance. Maybe, something like clothes rent services, something like that, to help people to experience the place better. I: What do you expect from the city or place you visit? F: Usually, I expect the place to be worthy, to have something special going on there, and whether or not I have desire to go back and visit it again or not. I: What do you expect from Karawang dan its city branding in the future? F: Since I come from East Java, which means I only know about tourist attractions around me, what I hope most is an intense promotion strategy for the city branding, so those who know about the tourist attractions are not only Karawang's citizen or its surrounding, but also people from other provinces or even islands, to know about tourist attractions in Karawang. I: Thank you for your time.

Interviewee: K

Date: December, 13th 2017

Interviewer (I)

K (K)

I: First of all, I'd like to thank you for agreeing to be interviewed for this project. Let's just start from the first question. What do you know about Karawang, and where do you get the information? K: Not much, mostly just about its location. I know it since I have visited Karawang to go to a friend’s place. I: What kind of things do you usually hear about Karawang? K: Usually tourist attractions. I: Can you elaborate on it? Also, what do you think are interesting aspects of Karawang? K: Tourist attractions, such as beaches and waterfalls, and local specialties, such as plait, and local dance. The achievement too, I read from the news… most of

them are the students who have been awarded in various competitions, such as angklung and tepak kendang. I: What aspects that need to be highlighted and developed in Karawang that can spark others' interest? K: I think the interesting aspects I mentioned before should be highlighted and developed. I: Do you know about nature tourist attractions in Karawang? K: Not really. I: Do you know about historical tourist attractions in Karawang? K: No. I: What do you think is the reason of you not knowing about them? K: Lack of spreading information about Karawang. I: Do you think that tourist attractions in Karawang are interesting and known? K: I don’t think so, because the information about Karawang isn’t spreaded around well, especially in my place. I: What do you think about the promotion and socialization about tourist attractions (especially nature and historical) in Karawang? K: It’s very lacking. I am from Bandung and there’s not many information I can get about Karawang here. I: What do you think are the aspects of tourist attractions that make them interesting to visit? K: One of the aspects will be the uniqueness that can differ them from other places. Also, if they have facilities that can satisfy the customers. I: Can you elaborate on the uniqueness? K: Something only that place has. Something like, significant points for photoshoot, or local and delicious foods. I: What kind of design promotion that will support said aspect? K: I'd prefer design that can show the real illustrations, let it be pictures or even realistic drawings, of said places, and to highlight the strength and beauty of said places.

I: What kind of city or tourist attractions in Java area that is interesting enough for you to want to visit? Why? K: To me personally, it'd be Kawah Putih or Tangkuban Parahu. Since I'm familiar with the surroundings, and a lot of people have mentioned good reviews about the views and environment. I: What aspects that make you want to visit a place or a city, other than the landscape or recreation, like example food, etc? K: The ambience of the place, as well as the facilities that support the place, such as transportation and recreational activities. I: What do you expect from the city or place you visit? K: Obviously, delicious local foods, as well as beautiful views. I: What do you expect from Karawang dan its city branding in the future? K: In general, to be designed creatively and nicely to attract public to visit Karawang in near future, in tourism or achievement factors. I: Thank you for your time.

Interviewee: IS

Date: December, 16th 2017

Interviewer (I)

I (IS)

I: First of all, I'd like to thank you for agreeing to be interviewed for this project. Let's just start from the first question. What do you know about Karawang, and where do you get the information? IS: Karawang Regency is one of the cities in West Java, and has Karawang as its capital. I got the information from mouth-to-mouth, and news from internet or social media. I: What kind of things do you usually hear about Karawang? IS: It’s usually Karawang as agriculture or industrial city. I: What do you think are interesting aspects of Karawang?

IS: Actually, the interesting thing of Karawang is its nature attractions. It turned out that Karawang has several tourist attractions, such as beaches and lakes, but most people who live not far from Karawang don’t even know about them. So, I think tourist attractions of Karawang could be its charm. I: Do you know about nature tourist attractions in Karawang? IS: Yeah, but not all. Pakis beach, Curug Cigentis, and Cipule lake. I: Do you know about historical tourist attractions in Karawang? IS: Yeah, I know about proclamation monument in Rengasdengklok. I: Do you think that tourist attractions in Karawang are interesting and known? IS: They are quite interesting, but apparently they are not well known. I: What do you think about the promotion and socialization about tourist attractions (especially nature and historical) in Karawang? IS: There is not enough intense and thorough socialization, and the promotion is also not enough and not interesting at all. I: Can you tell me how should we promote the city, or tourist attractions? IS: Strengthen the city branding and the promotion, through internet--for easier access and information spreading system. I: What kind of design promotion that will support said aspect? IS: I think mostly like proper design for city branding, and promotion or advertisement such as profile video, or a guidebook, just to make people know and be more aware of Karawang in general. I: What kind of city or tourist attractions in Java area that is interesting enough for you to want to visit? Why? IS: Malang, because there are so many tourist attractions and delicious culinary that are relatively unique and new to visit and try. I: What aspects that make you want to visit a place or a city, other than the landscape or recreation, like example food, etc? IS: As I mentioned before, it’s mostly food, and its art. The local arts, either performance or just fine arts, actually play a big role to make me want to visit a place. I: What do you expect from the city or place you visit?

IS: Mostly, I expect more from the views. I like beautiful views, and if it’s cool or not. I: What do you expect from Karawang dan its city branding in the future? IS: I expect to be more modern, like a modern city concept, because Karawang is more known as a industrial city now, and they have been developing more commercial area and/or modern residence, without setting cultural values aside. I: Thank you for your time.

Interviewee: D

Date: December, 13th 2017

Interviewer (I)

D (D)

I: First of all, I'd like to thank you for agreeing to be interviewed for this project. Let's just start from the first question. What do you know about Karawang, and where do you get the information? D: I only know mostly about general info, such as its location, or famous places there like San Diego Hills, from the news and a few friends or co-workers of mine. I: What kind of things do you usually hear about Karawang? D: The famous places, like I mentioned before, like San Diego Hills, Curug Cigentis, and Rengasdengklok… Other than that, it’s just about daily news or something about Goyang Karawang. I: What do you think are interesting aspects of Karawang? D: Karawang offers a lot of diverse attractions, from tourist attractions, culinary, and even the forms of art. I think they are quite interesting. I: What aspects that need to be highlighted and developed in Karawang that can spark others' interest? D: Probably the culture? Something that makes people want to try them, like local art… or culinary itself. Other than tourist attractions, I suppose.

I: Do you know about nature tourist attractions in Karawang? Please elaborate if you do. D: Yeah, but not much. I only have heard a few things about the beaches, and some waterfalls… Though, I heard they are quite well-known for people who are aware of their existence. I: Do you know about historical tourist attractions in Karawang? Please elaborate if you do. D: Not at all. I just know about Rengasdengklok and how that place is quite historical for our independence day, but no more than that. I: Do you think that tourist attractions in Karawang are interesting and known? D: Yes, I think they are interesting, though I don’t think they are very well-known. I: What do you think about the promotion and socialization about tourist attractions (especially nature and historical) in Karawang? D: Both the promotion and the socialization don’t do justice to the tourism field. It’s probably because of the economic problem, but actually if they put more hard work in promoting their tourism field, it’d be a good thing to their economy rates. I: What do you think are the aspects of tourist attractions that make them interesting to visit? D: The tourist attractions themselves. What they have, what they can offer, what kind of things that people can experience there. I think the image plays important role here too. I:What kind of design promotion that will support said aspect? D: Probably something that shows the true image of the places? Something like design promotion with pictures, something that will catch attention, preferably colorful? Also representing the places well. I: What kind of city or tourist attractions in Java area that is interesting enough for you to want to visit? Why? D: Probably Yogyakarta. Since the expense there is quite cheap, yet they have a lot of things to offers… from their culinary, culture, tourist attractions, both nature or artificial, I think they have all of those things.

I: What aspects that make you want to visit a place or a city, other than the landscape or recreation, like example food, etc? D: The culture in general. Their food, and art, and preferably the souvenirs they sell too. I: What do you expect from the city or place you visit? D: I expect it to be worth of my time and money. Probably the facilities, or the experience itself. I’m honestly just expecting the place to be what they portray in public reviews of promotions. I: What do you expect from Karawang dan its city branding in the future? D: I sincerely hope it will help Karawang to develop more as a city, and that it’ll represent Karawang well. I hope it will help with the tourism aspects to, so people will visit Karawang more. I: Thank you for your time.

Interviewee: R

Date: December, 14th 2017

Interviewer (I)

R (R)

I: First of all, I'd like to thank you for agreeing to be interviewed for this project. Let's just start from the first question. What do you know about Karawang, and where do you get the information? R: I am mostly aware about its achievements as an agricultural and an industrial city. Other than that, I also have heard about its tourist attractions, such as beaches and waterfalls. I have only heard from the news. I: What kind of things do you usually hear about Karawang? R: Its achievements and activities as an agricultural and industrial city. I: What do you think are interesting aspects of Karawang?

R: Karawang has various tourist attractions, and it’s not only limited to their nature attractions, (which I know also consist from various nautical landscape) but also historical, since a lot of things actually happened in Karawang. I: What aspects that need to be highlighted and developed in Karawang that can spark others' interest? R: Other than tourist attractions, I think history aspect will be good. I: Do you know about nature tourist attractions in Karawang? R: Yes, I do. I: What do you know about it? R: As I have mentioned before, they consist mostly of nautical landscape, such as waterfalls, beaches, and lakes. I: Do you know about historical tourist attractions in Karawang? R: Yes, I do. I: What do you know about it? R: Mostly about the temples, and as well as Rengasdengklok, since I learned about it in elementary school. I: Do you think that tourist attractions in Karawang are interesting and known? R: Personally, I think they are interesting, but I don’t think they are very well- known. Even in my domicile, not a lot of people are aware of tourist attractions in Karawang, or at least they don’t look very interested in them. I: What do you think about the promotion and socialization about tourist attractions (especially nature and historical) in Karawang? R: I don’t think there is any significant promotion and/or socialization regarding tourist attractions. I: What do you think are the aspects of tourist attractions that make them interesting to visit? R: Definitely the tourist attractions themselves. They have to be at least aesthetically-pleasing, as in people can take pictures, because it can be another way of promoting the place. I: What kind of design promotion that will support said aspect?

R: Probably something that pops up, something that makes people want to look once, or twice. Pictures of the tourist attractions will help a lot, in order for people to see the beauty of the places. I: What kind of city or tourist attractions in Java area that is interesting enough for you to want to visit? Why? R: To be honest, Yogyakarta is one of cities that have versatile yet significant tourism spots. They have delicious foods, amazing tourist attractions, and people there are friendly too. I: What aspects that make you want to visit a place or a city, other than the landscape or recreation, like example food, etc? R: The way they promoted a place actually sparks my interest, other than the local food. I: What do you expect from the city or place you visit? R: I expect a place with good facility that will allow me to enjoy my time. I: What do you expect from Karawang dan its city branding in the future? R: I hope the city branding for Karawang will be able to showcase the images and nature of Karawang, and resulting in more people to know more about Karawang. I: Thank you for your time.

II. Manual Sketches  Logo Sketches

 Graphic Standard Manual Sketches

 Poster Sketches

 Banner Sketches

 Brochure Sketches

 Social Media Sketches